Lubriderm line gets AHA version launch

Warner-Lambert Canada is looking to shake up the hand-and-body moisturizer segment with the launch of alpha-hydroxy acid (aha) versions of its Lubriderm Cream and Lotion products.Warner, which markets Lubriderm through its Warner-Wellcome division, began advertising the new product earlier this month...

Warner-Lambert Canada is looking to shake up the hand-and-body moisturizer segment with the launch of alpha-hydroxy acid (aha) versions of its Lubriderm Cream and Lotion products.

Warner, which markets Lubriderm through its Warner-Wellcome division, began advertising the new product earlier this month via full-page ads in women’s fashion and service magazines.

At the same time, the company has also begun a transit campaign in major urban centres advertising the full Lubriderm line, which includes regular Lubriderm, scented and unscented, and Lubriderm UV, which has an SPF 15 sunscreen.

Both campaigns were created by Bates Canada.

In a bid to distinguish Lubriderm AHA from its stable mates, Warner has positioned the product as a treatment ‘for severely dry skin.’

Regular and SPF 15 Lubriderm are positioned as ‘long-lasting skin care.’

Jennifer Smith, Warner-Wellcome’s category manager for skin care products, says Lubriderm AHA’s positioning reflects the fact that ahas, which promote exfoliation of the skin, help clear away the dead skin cells associated with severely dry skin.

Smith says Warner’s research indicates ‘one-third of consumers suffer from dry skin in the winter.’ PA