RB plans new launches to boost growth

Reckitt Benckiser is launch a number of new “Power Brands” to boost sales growth in the second half of the year, including a range of Dettol branded shower gels for men.


The launches include a range of Strepsils for children over the age of six, Durex Perormax Intense and Dettol Healthy Touch moisturising hand sanitiser and Dettol High Performance soap and shower gels.

It will also launch a sensitive variant of its vanish Oxi Action stain remover product, Cillit Bang Active Foam designed to clean large surfaces, and two new home fragrance products under the Air Wick brand.

RB currently has 19 power brands – including Dettol, Vanish and Cillit Bang – that are sold in 200 countries. The group of brands accounted for about 70% of revenues in 2010, the company says.

The news comes as the FMCG firm reports a 5% increase in like for like revenue to £4.6bn in the first half of the year, driven by developing markets. Like for like growth in Europe fell 1% while developing markets increased 14%.

The figures exclude the acquisition of Durex owner SSL, but Bart Becht, the CEO of RB, says the integration of the firm is fully on track and that the company is well position to achieve full year targets.

During the period, RB increased its spend on advertising and media by +12% accounting for 11.5% of revenue.

Becht, who will step down in September, says: “Benckiser delivered strong first half results. Growth in the base business was driven in particular by an excellent result in developing markets, and was boosted by innovations such as the continued roll out of the Dettol No Touch Hand Soap System into new markets, as well as a significant level of investment in media and promotional spend.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here