JERGENS' SOAP WRAPPER LATHERS UP SALES

HALLIE FORCINIO

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 value beyond price," explained Mark Sneider, senior marketing manager at Andrew Jergens Co. here. "The economy segment is declining; moisturizing bars are meeting with more success. So we tried to capitalize on the heritage of our [original] Aloe with Lanolin and Vitamin E with Lanolin bars," he reported.

Naturals graphics highlight each SKU and stress its benefit: Vitamin E and Chamomile for sensitive skin, Aloe and Lanolin for normal to dry skin, plus a Deodorant bar with baking soda. Colors are reminiscent of those used with the previous graphics for the Aloe and Vitamin E bars.

The new wrapper was designed in-house and required roughly six months from concept to store shelf. The spring 1995 launch was supported by a $10 million advertising budget (on an annualized basis), mostly in TV spots, but with some freestanding inserts. Spending levels for 1996 are expected to triple with support in advertising and consumer promotion.

The line was last redesigned in 1992.