NEW YORK — For the first time in nearly 20 years, Warner Wellcome Consumer Health Products is expanding its top-selling Lubriderm hand and body lotion, with three new products.
The new entries will be Seriously Sensitive Lotion, Moisture Recovery GelCreme and Moisture Recovery Alpha Hydroxy in either cream or lotion formula.
“We felt that even though our base business was very strong, we needed to offer a broader range of products,” said Niquette McLean, senior product manager for Lubriderm. “Consumers are becoming more exacting and specific. They are looking for products tailored to their individual needs.”
The Seriously Sensitive and Moisture Recovery products were created to round out Lubriderm’s offerings. Right now the company has classic Lubriderm, which was launched in 1947, and a fragrance-free version that was introduced in the Seventies.
“These products essentially meet the needs of normal to dry skin,” McLean said. “Now we will be able to cater to two other important skin care segments: severely dry and extra sensitive.”
According to McLean, last year Lubriderm had a 10 percent share of the $600 million hand and body lotion market, or about $60 million in retail sales.
She projected that the new products would increase sales by 10 to 15 percent, to between $66 million and $69 million, within a year.
Seriously Sensitive will roll out from late June through early July in mass merchandisers, food outlets and drug stores. A TV campaign will break in July and print will begin next January.
The Moisture Recovery products will be introduced in September and October. Both print and TV advertising will start in October.
Lubriderm will back the new entries with a total advertising budget of around $15 million to $20 million for this year.
Seriously Sensitive will be available in a 6-oz. bottle with a suggested retail price of $3.99 and a 10-oz. pump for $6.29. The company maintains that the product helps protect extra-sensitive skin from irritation by fabrics, soaps and detergents by forming a protective layer on the skin.
It is lanolin-, fragrance- and color-free in addition to being hypoallergenic and non-comedogenic, according to the company.
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Moisture Recovery GelCreme, which comes in a 4-oz. standing tube for $3.99 or a 7.5-oz. tube for $6.29, is designed to combine the richness of a cream with the lightness of a gel.
McLean claims that lightweight GelCreme was created for consumers who find many products for severely dry skin heavy or greasy. The product contains vitamins, nutrients, anti-oxidants and lecithin.
The Moisture Recovery Alpha Hydroxy products will be sold in either an 8-oz. lotion bottle for $9.69 or a 4-oz. tube of creme for $6.29.
These items also will be targeted to consumers with severely dry skin. The company claims that they deposit moisture in and on the upper layers of skin and then help to hold it in. The alpha-hydroxy acids help remove the dead skin cells to help accelerate the growth of new skin.
“AHAs in the mass market have typically been used in products for the face,” McLean said of the acid products. “There have been smaller niche brands, such as Alpha Hydrox and Eucerin, who have put them in body products. But we believe we are the first to go after it in a major way.”