Procter & Gamble is launching a new Olay product in May that will combine facial and body moisturisers with a sunless tanner. The launch will be backed by a multi-million pound advertising and marketing push handled by Saatchi & Saatchi.
The new skincare brand, called Complete Everyday Sunshine, will be rolled out in May, priced from &£5.99.
P&G says the new product can be applied after showering to build an even tan over time. Both the face and body moisturisers contain a self-tanning agent designed to enhance the natural colour and tone, which gradually builds and then maintains what Olay boasts is a “sun-kissed glow everyday”.
An Olay spokeswoman says: “Normal sunless tanners intially provide an intense dark colour on the first application by saturating skin cells but it then fades over a few days. Our colour technology ensures a sun-kissed look everyday.”
Last month Olay set up in-store areas in about 100 branches of Boots in a bid to steal market share from rivals such as Laboratoire Garnier and Boots own-brand No7. The areas, with counters and advisers, represent a step up for Olay as such initiatives are generally the preserve of premium brands.