NEW YORK — Procter & Gamble Co. claims to have invented a new category to jump-start the lackluster personal cleansing market. Olay Moisturinse In Shower Body Lotion is a moisturizer designed to be applied in the shower, eliminating the usual after-bath application. P&G touts this as a beauty first. Moisturinse, which will arrive on mass retail shelves in June, could generate $35 million to $45 million its first year. For more, see "P&G's Olay Moisturinse Ups Shower Experience."

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