Unilever in big relaunch of its citra body lotion

The new bottles feature flower graphics to convey a natural look while the latest formula features pearl as a natural ingredient.

The move is intended to increase women's longing for smooth white skin all over their body by using lotion every day in all skin areas.

"About 60 per cent of female consumers like to use a lotion on their arms and legs only, which causes uneven skin tone and smoothness," Wannipa Bhakdibutra, vice president for home and personal care, said yesterday.

Unilever will broadcast its new television commercial for Citra on July 10, followed by new advertisements on radio and billboards and in magazines. It will distribute 500,000 product samples through roadshows in leading supermarkets, universities, office buildings and popular hangout spots.

The new formula is priced 7-per-cent higher than the company's other formulas.

Whitening body lotion is the largest segment, worth Bt2.2 billion, in the whole Bt4.5-billion bodycare market. The overall market grew 5 per cent.

Citra is the leader, with 38 per cent of the whitening body-lotion segment and 23 per cent of the bodycare market.

Despite rising inflation, consumers are still buying body lotion as usual, Wannipa said, adding that Citra gained 5 per cent in sales during the first half of the year, the same rate as the whole bodycare market.

"The economic situation is not a major factor. What really affects the whole market is the weather. Lotion consumption usually increases during the cold weather late each year compared with the rest of the year," she said.