Sara Lee Household & Body Care is entering the deodorant market with the launch of Sanex deodorant this month. The launch will be supported by a &£4.5m advertising campaign through Publicis. The Sanex range currently includes only bath and shower products.
Initially, the deodorant range will be available only through Boots stores. It will be rolled out nationally in July.
Sanex Deo will retail at &£1.99 for a 150ml bottle and be available in three different variants.
According to an industry expert: “The Sanex deodorant range will be positioned as a ‘skin-friendly’ product in keeping with the heritage of the brand.”
Sanex deodorant range is already available in other European countries, including France and Spain.
Last year, Sara Lee Household & Body Care promoted marketing director Caroline Clarke to UK president and managing director. She replaced Ton Van Bilsen, who was promoted to regional vice-president with responsibility for Asian markets. International category manager Julie Baker took over the marketing director’s role (MW March 22, 2001).