Bodyform launches new Deo Fresh scented range

The first brand to launch scented variants across a full product portfolio of towels and liners, Bodyform is responding to consumer research which shows increasingly strong interest in a repertoire of scented products.

The new Bodyform range combines the existing perfect fit of 'right-way-round' protection of traditional Bodyform towels and liners, with an added light, fresh fragrance to ensure women feel confident when they need it most.

Consumer research indicates a preference for a whole variety of scented products across different categories, with the feeling that favourite scents add to a woman's confidence.

This theme is communicated throughout the campaign, with the creative platform of: “Freshness is the new confidence”.

The marketing campaign involves an aspirational new TV advertising campaign, with 30 and ten second spots running on all major channels throughout October.

Press advertising and competions will also run in key consumer and trade titles. This is complemented by a new microsite – www.ratemyconfidence.com - which features a fun and interactive confidence quiz, tips from well known psychologist Anjula Mutanda, 'E-go' booster ecards and a sample request option.

Online advertising will be featuring on key sites for the Bodyform target audience, such as MSN, Osoyou, Heat World, Lovefilm and Lycos.

A national PR campaign draws upon the confidence theme with an interesting nationwide report, as well as selected online promotions.

A wide range of instore POS has also been created for specific retailers. In addition, there will also be targeted communications to the ever-expanding Bodyform database.

Julia Kretova, Marketing manager at Bodyform, comments, “This is a major launch in the feminine hygiene category and marks the first of our forthcoming product innovations. Through in-depth research, we pride ourselves on being very in tune with the Bodyform target market and regularly look at new and innovative ways of communicating with them and engaging their interest. The new Bodyform Deo Fresh range is testimony to the fact that freshness really does provide added confidence. ”

The new range is now available through all major retailers - including Sainsbury's, Asda, Boots, Superdrug, Morissons and Wilkinsons – and is priced at the same price as the standard Bodyform range.