NEW YORK - Moving quickly to establish itself in the U.S. skin care market, Scott's Liquid Gold will roll out five new products this April to complement last year's launch of Alpha Hydrox moisturizers. The $30-million household goods company will spend more than $10 million this year to advertise the skin care line that will include a toner, eye gel, face wash, extra-rich body lotion and an oil-free formula. It is also rethinking its creative strategy, focusing on product differentiation, instead of just image. Supporting the new advertising is $6 million in consumer and trade promotion, along with public relations. New ads will carry the tagline: 'Alpha Hydrox will turn everything you think about skin care on its head.'
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