Lubriderm lotion creates new niche

Warner-Lambert has established a new niche in the hand-and-body lotion sector with the roll-out of Lubriderm Lotion Daily UV Defence.During the year ending in February, Canadians spent $61.4 million on hand-and-body lotions in food stores, drugstores and mass merchandisers, according to...

Warner-Lambert has established a new niche in the hand-and-body lotion sector with the roll-out of Lubriderm Lotion Daily UV Defence.

During the year ending in February, Canadians spent $61.4 million on hand-and-body lotions in food stores, drugstores and mass merchandisers, according to A. C. Nielsen.

Jennifer Smith, skin-care category manager with Warner-Lambert, says Lotion Daily UV Defence is the first hand-and-body lotion in Canada to combine a moisturizer with a broad spectrum sun block.

This month, the Toronto-based company launched a summer-long magazine ad campaign in support of the brand.

The ads, created by Backer Spielvogel Bates, will run in a variety of female-oriented publications.

As well, Warner has signed on Josee Chouinard, Canada’s national figure skating champion, to be the official brand spokesperson for the next two years.

Smith says Chouinard is a good fit for Lotion Daily UV Defence because her sport is associated with ‘indoors’ and ‘winter.’

Through its use of Chouinard, Warner hopes the public will become aware of the need for skin protection indoors and outdoors in all seasons, says Smith. PA