Accantia Health & Beauty has pared down its Simple range of toiletries to core products ahead of a full-range relaunch later this month.
Accantia has axed non-performing lines, such as the homeopathic Simple Equilibrium, in order to concentrate resources on its main product range, which has struggled to compete with big-budgeted rivals.
A company spokeswomen says: “The homeopathic Equilibrium has been dropped so Accantia can focus more heavily on the Simple core range. It was quite a niche.”
An industry insider says Simple Equilibrium failed to be accepted by consumers despite its unique position in the market. He adds the company blames its inability to advertise the range to consumers, because Advertising Standards Authority guidelines restrict the marketing of homeopathic products.
Instead, Accantia will focus on the Simple range relaunch that is due in mid-August. Among the products to be revamped will be the Simple male range, which includes moisturisers and shaving products.
Industry sources say the relaunch of Simple Skin Defence for Men will be key to the future of the brand. The line has suffered from fierce competition in the male grooming market from industry giants Beiersdorf and Gillette, forcing the range to be delisted from key retailers such as the Co-operative Group.
An industry insider says: “It hasn’t had anywhere near the same sort of support as Nivea for Men, which dominates the market. Accantia hasn’t got the same money and the brand is sliding out of the market.”