Simple makes debut in anti-ageing arena

by Joanna Bowery, Marketing 01-Feb-06

Health and beauty firm Accantia is entering the burgeoning anti-ageing market with a range of products aimed at the over-30s.

The six-product Simple Regeneration Plus Advanced Anti-Ageing range,
which is designed to take on Procter & Gamble's Olay Regenerist and
L'Oreal's Wrinkle Decrease, is being rolled out in Boots.

Accantia is supporting the launch with a £2.5m ad campaign by

RKCR/Y&R, which will air this spring.

Simple's venture into the anti-ageing sector follows the success of its
Regeneration line, which is marketed as a skin protection product.

The new range will ditch Simple's traditional green packaging in favour
of gold to highlight its premium nature. It will, however, retain the
green Simple logo.

The products, which Simple claims help reduce wrinkles and firm skin,
are priced £4.99-£12.99 and include eye cream and facial
wipes.

New anti-ageing products are predicted to boost the UK skincare market
by more than 5% over the next few years, according to research firm
Kline.

Health and beauty companies are expected to launch anti-ageing make-up
alongside skincare products.

Accantia handed its business to RKCR/Y&R without a pitch in October
2004.