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NEW YORK Soap maker Dial has tapped into mass-market demand for anti-aging shower products with a new body wash containing cranberry extracts and antioxidant pearls. The product, called Dial Antioxidant Body Wash, will hit stores this month.
Henkel, which owns Dial, spent $8 million on ads for the effort — the largest for the brand this year. (Henkel spent about $5 million in 2008 advertising its body wash brand, per Nielsen Monitor-Plus.) The company claims that Dial Antioxidant Body Wash is the first mainstream offering with cranberry extracts and antioxidant pearls to fight aging skin.
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