Colgate-Palmolive moves into foam market

Colgate-Palmolive is to launch a range of shower mousses under its Aromatherapy brand to challenge PZ Cussons’ market-leading Imperial Leather Foamburst shower range.

The mousses will be available in the Anti-Stress and Energy variants, which will be packaged in the Aromatherapy colours of purple and green. The mousse will be launched in a 200ml canister priced &£2.49 and will be available in Asda and Tesco in July and Boots in September.

Like the existing bath and shower Aromatherapy ranges, the shower mousses will be positioned to moisturise skin as well as create a “mood” based on the fragrance.

Advertising plans have not been revealed, but industry sources say that the new product will be backed by a significant part of the brand’s &£4m annual marketing spend. Palmolive is handled by Rainey Kelly Campbell Roalfe/Y&R with media buying by Mediaedge:CIA.

An industry insider says: “Colgate-Palmolive has obviously seen the sector as a growing concern and has decided it wants to join in.”

Competition in the shower market has intensified this summer. Beiersdorf extended its Nivea shower range into the foam sector in May (MW April 10). Imperial Leather responded with a &£2m outdoor and sampling advertising campaign created by BDH/TBWA last month.

The foam launch comes swiftly after Palmolive’s extension into a fourth variant known as Sensual. The range will be backed by dedicated TV advertising in the autumn as well as a four-week poster campaign breaking next month.

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