Simple for sensitive skin enters U.S. market

ENGLEWOOD CLIFFS, N.J. — Unilever has introduced a U.K. facial skin care brand to the U.S. market with the launch of Simple Sensitive Skin Experts.

The brand’s debut in the United States and Canada is marked by the unveiling of 13 facial skin care items, making it the only mass facial skin care line specifically for those with sensitive skin, Unilever stated.

Simple is a brand with more than 50 years of heritage in the U.K. The line, including cleansers, moisturizers, eye care products and wipes, promises to deliver effective yet gentle skin care with no dyes, artificial perfumes or harsh irritants that can upset the skin.

Simple is supporting the launch with a full marketing plan, including television, print, digital, public relations and social media.

“Simple will further strengthen Unilever’s skin care portfolio and fill a void that currently exists in the mass skincare market,” stated Alison Clark, brand building director for Unilever U.S. skin care. “Sensitive skin is a concern for so many women yet somehow an overlooked category within the industry. We are confident that American women will embrace Simple, this iconic U.K. brand with years of history, and we look forward to delivering on the promise of effective yet gentle skin care for sensitive skin.”

New advertising for print, online and television will debut featuring bold imagery of pink dye splashing against a pure, white rose to underscore the brand’s “absence of” philosophy. The redesigned website — located at Simpleskincare.com and featuring advice from experts — coupled with Facebook, Twitter and YouTube launches, will help build the brand’s community and inject Simple into the online conversation around sensitive skin.

Simple is available at mass retailers, select drug stores and supermarkets nationwide starting as of February with a suggested retail price of $5.99 to $12.99.