Reckitt Benckiser is launching a range of anti-bacterial Dettol handwashes as part of a &£15m investment in the brand.
The range, due to hit the shelves in the next few weeks, forms part of a major push for the household goods giant into the &£76m UK liquid soap sector.
It comprises three variants: Moisture, containing aloe vera and milk protein; Refresh, containing grapefruit extract; and Soothe, containing lavender and grape extracts. Marketing and advertising activity will include a &£3m television campaign created by JWT, along with in-store promotions.
A Dettol spokeswoman says that the positioning of the range will build on Dettol’s bacteria-killing heritage, but adds that the campaign will have a softer edge to target health- and beauty- conscious consumers.
Dettol assistant brand manager Nicholas Rogers says the brand wanted to expand its presence in the liquid soap sector as it has shown 12 per cent year-on-year volume growth, with anti- bacterial soaps accounting for 35 per cent of the market.
He says: “Consumers are becoming more health conscious of basic hygiene procedures, in particular with tasks such as hand washing. Research shows that when consumers purchase liquid soap, 67 per cent say that an anti-bacterial agent is one of the most important factors in their decision of which brand to buy.”
The campaign will represent the first major marketing activity for Dettol since last year’s campaign to find Britain’s Community Nurse of the Year, which was created by Euro RSCG London.