Unilever introduces Simple®: The Sensitive Skin Experts
The UK’s Number One Facial Skincare Brand Arrives in the U.S.
Englewood Cliffs, NJ (February 16, 2012) – Unilever is proud to introduce the UK’s number one facial skin care brand* to the US with the launch of Simple, the sensitive skin experts. The brand’s debut in the United States and Canada is marked by the unveiling of 13 facial skincare items, making it the only mass facial skin care line specifically for those with sensitive skin. Simple is a brand with over 50 years of heritage in the UK. Fifty-eight percent of women have sensitive skin, and many who suffer from the condition are not satisfied with their skin care products. Irritants, harsh chemicals and fragrances found in many skincare products can contribute to skin sensitivities. Simple, suitable for all skin types, especially sensitive skin, understands that what is left out is equally as important as what is put in to the product. The line, including cleansers, moisturizers, eye care products and wipes, delivers effective, yet gentle, skincare with no dyes, artificial perfumes or harsh irritants that can upset the skin, just pure, skin-loving ingredients with added vitamins.
Simple is supporting the launch with a full marketing plan including TV, print, digital, PR and social media – to ensure a successful introduction and widen the offerings for women with sensitive skin. The brand, in collaboration with Arnold Worldwide, Mindshare, Siren Public Relations and Weber Shandwick, will assert its philosophy through a robust marketing campaign appealing to women in new and breakthrough ways.
“Simple will further strengthen Unilever’s skincare portfolio and fill a void that currently exists in the mass skincare market,” said Alison Clark, Brand Building Director, Unilever US, Skincare. “Sensitive skin is a concern for so many women, yet somehow an overlooked category within the industry. We are confident that American women will embrace Simple – this iconic UK brand with years of history, and we look forward to delivering on the promise of effective, yet gentle skincare for sensitive skin.”
New advertising for print, online and television will debut, featuring bold imagery of pink dye splashing against a pure, white rose to underscore the brand’s “absence of” philosophy. The redesigned website featuring advice from experts, coupled with Facebook, Twitter and You Tube launches, will help build the brand’s community and inject Simple into the hearty online conversation around sensitive skin.
Simple is available at mass retailers, select drugstores and supermarkets nationwide starting February 2012 with a Suggested Retail Price of $5.99-$12.99. Visit www.simpleskincare.com for more information, including product details, skin health checks and tips from our expert advisor.
Simple is a NEW line of products that gently yet effectively addresses the needs of the 58% of women with sensitive skin**. Suitable for all skin types, especially sensitive skin, Simple has no dyes, artificial perfumes or harsh irritants that can upset your skin, just our purest possible skin-loving ingredients with added vitamins, for natural healthy-looking skin. All products in the Simple range are hypoallergenic, non-comedogenic and pH balanced.
About Unilever North America
Unilever is one of the world’s leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 180. With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others. In the United States and Canada the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Breyers, Caress, Consort For Men, Country Crock, Degree, Dove personal care products, fds, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Motions, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-Tips, Ragu, Simple, Skippy, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemmé, Vaseline, and Wish-Bone. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America – generating over $9 billion in sales in 2011. For more information, visit www.unileverusa.com or www.unilever.ca
*SymphonyIRI Group UK Non Medicated Facial Skincare Units 52 w/e 10th September 2011
**Lieberman Research Worldwide, December 2010