WWD.com/fashion-news/fashion-features/andrew-jergens-polishes-image-759602/
government-trade
government-trade

Andrew Jergens Polishes Image

NEW YORK — The Andrew Jergens Co. is freshening its product lineup with the addition of several items and a new packaging design.<br><br>Beginning with Soft Shimmer, a new lotion under its Jergens brand, packaging will use brighter colors, new...

NEW YORK — The Andrew Jergens Co. is freshening its product lineup with the addition of several items and a new packaging design.

Beginning with Soft Shimmer, a new lotion under its Jergens brand, packaging will use brighter colors, new graphics and logos and contain updated copy.

Soft Shimmer, available to mass retailers in April, is a body moisturizer infused with mica titanium dioxide, which allows for an allover body glow. Unlike other shimmer products on the market, Soft Shimmer contains a number of ingredients that help produce a polymer film to hold the mica against the skin, according to Christine Hall, Jergens’ R&D lotion section manager. Soft Shimmer will be available in three sizes with retails ranging from $3.69 to $6.99.

There are also several other new items coming, including Ash Relief Moisturizer. Scheduled for an April retail debut, Ash Relief brings Jergens into the ethnic category with a product specifically made to help the flaky skin on African-Americans and people of color. “The product was developed to treat dry, flaky skin that is termed ashy among consumers with darker skin tones,” said Hall. The lotion claims to be the only brand to combine beta hydroxy, cocoa butter and shea butter. It will be available in three sizes and will retail from $2.89 to $4.49.

Sales of the Jergens brand have been slipping. According to Information Resources Inc., Jergens’ retail sales fell 3.5 percent to $102.4 million for the year ended Dec. 1. However these figures do not include sales at Wal-Mart, which could add another 20 percent or more to the business.

To support the new efforts, Jergens’ ad budget has been upped 20 percent for 2003. Ads for Shimmer break in spring beauty magazines. Jergens executives are still working on an ad campaign for Ash Relief.

In other Jergens news, Bioré is launching a Blemish Fighting Cleansing Cloth to round out the brand’s two-year-old blemish line. The premoistened cloths deliver salicylic acid, and are dual textured. The soft side is designed to trap dirt, while the exfoliating side aims to smooth skin texture.

And, Ban deodorant will sport new packaging. The new look will include a pearl white container to reflect a more contemporary, feminine look.

Both the cloths and the deodorant are rolling out to retailers now.