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JERGENS LAUNCHES SHOWER-ACTIVE MOISTURIZER AN ALL NEW WAY TO PROTECT AND TREAT VERY DRY SKIN

New body moisturizer works in the shower to treat and protect
 very dry skin
 Seals in moisture, leaves skin 'touchably' soft, smooth,
 radiant, and protected


CINCINNATI, Ohio, Nov. 14 /PRNewswire/ -- The Andrew Jergens Company -- a leading manufacturer and marketer of personal care products including Jergens(R) Body Shampoo and Jergens Advanced Therapy Lotions and other soaps, and bath additives recently introduced Jergens SHOWER- ACTIVE(TM) MOISTURIZER -- a dramatically new, specially formulated, body moisturizer that works in the shower to help protect and heal very dry skin.

In making the announcement, D.T. Zimmerman, The Andrew Jergens Company senior vice president of marketing, said, "Jergens SHOWER-ACTIVE MOISTURIZER is the newest in Jergens' array of contemporary personal care products and combines the latest advances in skin care technology with a quick and easy way to treat and protect very dry skin. Unlike body oils and lotions that are applied after bathing, SHOWER-ACTIVE is a clear, water-activated, polymer/gel formula that works in the shower -- when skin is at its moisturizing peak. After cleansing, merely smooth SHOWER-ACTIVE onto wet skin and then rinse -- it's that simple."

Jergens -- with the introduction of SHOWER-ACTIVE -- once again has created another new, personal care products market following its successful launch, last year, of Jergens Body Shampoo. Since last year, other companies have followed Jergens' lead with their introduction of similar body washes into the fast growing $300 million liquid body cleanser segment.

Jergens launched SHOWER-ACTIVE this Fall, supported by a $12 million marketing campaign aimed at the estimated 51% of consumers who have very dry skin -- a condition exacerbated during the winter 'dry skin season.'

National television spots featuring SHOWER-ACTIVE will air this Fall and Winter, coupled with a national print advertising campaign, and in-store advertising programs coupled with other sampling and consumer promotion programs to stimulate trial.

SHOWER-ACTIVE comes in both 6oz. and 10oz. sizes packaged in Jergens' stylized, non-breakable containers that features side hand grips especially designed for ease-of-use in the shower, and a unique, one-way valve that provides maximum dispensing control.

The new moisturizer, available at leading chains, merchandisers and wherever Jergens products are sold, carries suggested retail prices on the 6oz. and 10oz. sizes of $3.99 and $5.99, respectively.

Under development for several years, Jergens SHOWER-ACTIVE was extensively tested with consumers this Spring. Consumers gave Jergens' moisturizer a 'thumbs up' with comments ranging from -- 'This product made my skin silky after just one use' to 'I like the easy way you can use it, the fragrance is good and it makes my skin smooth and moisturized.' Others said, 'I like the way it went on wet skin,' 'I really liked it, it made my skin feel soft almost instantly without that greasy feeling,' and 'My skin has a healthy glow and looks young again.'

The Andrew Jergens Company -- an American icon for more than a century -- was founded in 1882 and today is a global provider of personal care products including Jergens' brand soaps, lotions and bath additives. Based in Cincinnati, Ohio, The Andrew Jergens Company is a subsidiary of Kao Corporation of America and Kao Corporation, Japan an $8.9 billion conglomerate established in 1887 that develops, manufactures and markets personal care, industrial, chemical, and information products.

NOTE: All brand and product names are trademarks or registered trademarks of their respective companies.
 -0- 11/14/95


/CONTACT: Preston Bowles of The Andrew Jergens Company, 513-345-3645/

CO: The Andrew Jergens Company ST: Ohio IN: HOU SU:

SB-BM -- NETU011 -- 0710 11/14/95 09:27 EST
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No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1995 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Nov 14, 1995
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