CINCINNATI -- Retail shipments are 20% ahead of 1994 and market share has jumped since the launch of a new brand identity for Jergens Naturals. The new brand name and graphics create a line identity for three varieties of 4.75-ounce skin-care bars while building on the soap's natural heritage, taking advantage of the current popularity of botanicals and describing the attributes of each stockkeeping unit and reinforcing their premium positioning. "The more successful brands are adding ...

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