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NEW YORK -- Showers aren't just about getting clean anymore.
Procter & Gamble, the beauty behemoth that's figured out how to keep lipstick on all day (Cover Girl Outlast), and how to consistently reinvigorate the world's best selling shampoo (Pantene), has now concocted a body lotion that's applied in the shower -- and doesn't wash off.
Adil Mehboob-Khan, vice president, global personal cleansing for P&G, is bullish on the success of Olay Moisturinse In Shower Body Lotion, the name of the new formula, not only because it creates a new segment in personal cleansing, but because Olay is eager to bring innovation to the stagnant personal cleansing category, quite like it has in skin care.
"Personal cleansing is a very solid business, but it has not had particular innovation," Mehboob-Khan said.
The personal care business is approximately $200 million to $250 million in mass outlets, which includes body lotions, body washes, beauty bars, exfoliating scrubs and moisturizing mists. Moisturinse looks to generate $35 million to $45 million in first-year sales, according to industry sources.
Lotions, as good as they are, he explained, have drawbacks.
"A lot of people have dry skin, but only half use a lotion every day. Some people find the routine too...