03/29/2007, Scottsdale, AZ

 

Embracing Its Unique Position in the Marketplace, Soft & Dri Makes an Emotional Connection with Consumers as the Brand Launches Its NEW Conditioning Silk Invisible Solid

 

 

Contact

Name Natalie Violi
  Corporate Communications, Laundry & Home Care, Beauty & Personal Care
Phone +1 480-754-5442
Email Send E-Mail

Soft & Dri Shows Its Sexy Side

While other deodorant brands focus on functionality, Soft & Dri® anti-perspirant/deodorant is embracing its sexy side to build an emotional connection with consumers. With its new provocative advertising campaign appearing on-air and in national women’s magazines, and an innovative new product launch, Soft & Dri is giving women the confidence to feel sexy… starting underneath their arms.

SCOTTSDALE, Ariz. (March 29, 2007) – While other deodorant brands focus on functionality, Soft & Dri® anti-perspirant/deodorant is embracing its sexy side to build an emotional connection with consumers.

With its new provocative advertising campaign appearing on-air and in national women’s magazines, and an innovative new product launch, Soft & Dri is giving women the confidence to feel sexy… starting underneath their arms.  This new brand positioning and product enhancement comes after The Dial Corporation, a company of Henkel KGaA, acquired the Soft & Dri brand from The Procter & Gamble Company last year.

Soft & Dri’s new platform focuses on its feminine look, unique combination of patented dryness ingredients, and soft, sensual scents to connect with women.  With its classic black and pink packaging, Soft & Dri is taking advantage of its assets -- to position itself as one of the sexier brands on the market.

“Purchasing deodorant is personal,” said Vanessa Kamerer, The Dial Corporation’s brand manager for Soft & Dri products.   “We wanted to establish a relationship with women, while creating a product that not only keeps them protected all day, but actually helps them have the confidence to feel feminine and sexy.”

According to a national study1 conducted by Dial, consumers consider Soft & Dri to be more feminine than other antiperspirant-deodorants, and they like Soft & Dri’s soft and subtle scents.  And while every woman desires odor and wetness protection, women agree that when it comes to having sexy underarms, it is “absolutely critical that their anti-perspirant/deodorant is non-irritating.” 2

This month, as part of the re-branding initiative, Dial is launching Soft & Dri Conditioning Silk™ invisible solid.  It is the only anti-perspirant/deodorant available that contains both natural Silk Powder and Aloe Vera in a unique formulation specially designed to help soothe and condition skin after shaving, when skin is most sensitive.

Studies suggest that silk powder’s soothing properties provide protection for sensitive skin, while Aloe Vera’s anti-inflammatory properties heal cuts, burns and damaged skin.

In addition to helping soothe and condition skin after shaving, Soft & Dri Conditioning Silk invisible solid:

  • Is extra-effective in providing all-day protection against odor and wetness
  • Is among the lowest residue anti-perspirant/deodorants on both skin and clothes
  • Contains a gentle, natural-smelling fragrance

Available at mass, drug, and grocery retailers nationwide in a 2.6 oz, Soft & Dri Conditioning Silk invisible solid retails for $2.49, and is offered in two fragrances – Touch of Aloe™ and Soft Cashmere™.  For more information on Soft & Dri products, please visit www.softndri.com.

The Dial Corporation, a company of Henkel KGaA, is based in Scottsdale, Ariz., and is one of America’s leading manufacturers of consumer products, including Soft & Dri® anti-perspirants/deodorants, Dial® soaps, Purex® laundry detergents, Renuzit® air fresheners and Right Guard® anti-perspirants/deodorants. Dial products have been in the American marketplace for more than 100 years. For more information about The Dial Corporation, visit the company’s Web site at www.dialcorp.com.

“Henkel – A Brand like a Friend.” Henkel is a leader with brands and technologies that make people’s lives easier, better and more beautiful. Henkel, a Fortune Global 500 company, operates in three strategic business areas – Home Care, Personal Care, and Adhesives, Sealants and Surface Treatment. In fiscal 2006 Henkel generated sales of 12.740 billion euros. More than 50,000 employees work for Henkel worldwide. People in approximately 125 countries around the world trust in brands and technologies from Henkel.

1 2006 Key Drivers of Female Antiperspirant-Deodorant Purchase Study conducted by Baker St. Solutions

2 2002 Anti-Perspirant Deodorant Segmentation Study conducted by The Cambridge Group

Contact: Danielle Bignola, LIME pr + promotion, (212) 352-4606