Simple Overhauls Baby Range to Increase Share

Article excerpt

Simple is preparing to take on market-leader Johnson & Johnson in the baby sector with a 'natural' positioning to appeal to mothers.

The skincare brand, which was bought by TRESemme-owner Alberto Culver last December, hired design agency BrandMe to revamp the products and packaging in its baby range.

The line includes Simple Baby All-In-One Wash, Moisturising Bath, Moisturising Shampoo, Pure Talc and Moisturising Wipes. Each of the products now includes camomile as an ingredient, and this is now flagged up on the overhauled packaging.

Greeting-card company Carte Blanche has signed a deal with Simple, allowing the brand to use its Tiny Tatty Teddy as a brand figurehead for the range. Although the grey teddy bear character has been licensed to appear on other products, this is the first time Carte Blanche has allowed it to be used by an FMCG brand.

Simple claims that there is a 'growing need for kinder products in the baby market', and that by highlighting its 'no perfume, no colour' pledge, it can reassure parents that its range is safe to use on their babies.

'The design comes straight from the heartland of Simple, and is delivered in a warm, emotionally engaging and reassuring manner, making it a credible and feel-good choice for mums and their babies,' said Elsa Tye, client services director at BrandMe.

Simple has overtaken brands such as Nivea, Vaseline and Clearasil to become the UK's biggest-selling facial skincare brand by volume, and second-biggest by value. …