Procter & Gamble is to launch a range of body-wash products under the Olay brand next month to challenge the dominance of Lever Fabergé’s Dove in the category.
The seven-product range will be launched with a &£2m television and print ad campaign, which has been created by Saatchi & Saatchi.
The range will include four variants of body-wash products and three bath creams. The products will be separated into different levels of moisturising and for different skin types. Advertising for the range will stress the extra moisturising properties of the products.
One industry source says that P&G wants to “reignite” the sector, which is dominated by Dove. He adds that P&G is trying to establish Olay at a “regime” brand, which can be used for all shower and bathroom needs. He adds: “Olay has suffered at the hands of Dove in recent years and this is the beginning of the fightback.”
Lever Fabergé, meanwhile, will build on Dove’s strength in the bathroom with the launch its own bath variants next month. A line of “relaxing” bath foaming products will be launched, offering properties such as “relaxing tranquillity” and “calming night with lavender”.