Veet embarks on £10m activity for product launches

Marketing 11-Mar-04

Reckitt Benckiser is putting £10m behind the launch of a Veet-branded range of products and variants - including its first foray into the hair lightening market.

The product, Veet Hair Lightening Cream, which can be used on facial and body hair, will be promoted by a major TV campaign, which will break next month through J Walter Thompson.

The brand, renamed from Immac two years ago, is also trying to tempt razor users to move to the depilatory market, with the launch of a plastic bladeless razor and hair removal gel kit. It claims the kit will be the fastest method of hair removal on the market.

The packs will be available next month in Aloe Vera and Floral Sensation variants and will be priced £6.99.

The brand is also introducing a liquid wax product, called Express Roll On. The ready-to-use hair removal product will not need prior heating and will be available from May.

The launches are part of Reckitt's strategy to derive 50% of its revenue from its 15 core brands by 2005.