Sara Lee plans Sanex for men range

Consumer products giant Sara Lee is to become the latest company to tap into the growing men’s grooming category with plans for the launch of a range of male-only products under its Sanex brand.

This is the first time the company has segmented Sanex into gender-specific products. The range is expected to include shaving products, aftershave balm, shower gels and deodorants.

A Sara Lee spokeswoman confirms the UK launch of the range next year. The launch is expected to be backed by a significant ad campaign. Advertising for the brand is handled by roster agency Publicis, and planning and buying is through Zenith Optimedia.

The timing of the Sara Lee launch will coincide with the introduction of a number of other major male personal care ranges. Gillette is launching a brand of moisturisers, exfoliating products and facial washes called Gillette Complete in the new year (MW October 23, 2003), while rival L’Oréal is also launching its first mass-market male grooming range under the L’Oréal Paris brand next year (MW July 22).

Sara Lee intends to divest many of its smaller global household and personal care products, although has earmarked Sanex along with Radox and Ambi Pur as one its key brands under a revamped marketing strategy (MW February 26).

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