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Eucerin, the hand and body lotion brand that for years has positioned itself as the go-to lotion for severely dry, rough skin is spreading its wings.

This story first appeared in the January 29, 2010 issue of WWD. Subscribe Today.

Coming to stores beginning in April are Eucerin items that will target the everyday lotion consumer. Eucerin Daily Skin Balance Skin-Fortifying Body Lotion and Hand Creme look to help balance skin’s natural pH level (ideally skin ranges between 4.5 and 5.5) and strengthen the skin’s protective barrier, said Nicolas Maurer, vice president of marketing for Beiersdorf Inc. Formulas use provitamin B5 as a conditioner, glycerin to attract water to help hydrate skin and a pH buffer to defend against the environment. Unlike other Eucerin items, Daily Skin Balance has a subtle and light fragrance.

“Eucerin’s roots and DNA and how we marketed it has been directed toward the professional community. In the last few years, we have opened it up a bit toward consumers to move it from a lotion for problem skin with a strong seasonal positioning to one that has a broader appeal with also a year-round relevance,” said Maurer.

To support the launch, TV, print and online advertising is planned for the new items. “Eucerin has been known to be the best answer for skin issues,” said Maurer. “Our intention is to significantly broaden the user base.” The body lotion will sell for $9.99 and the hand creme for $5.59.

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