Simple rolls out new TV activity

LONDON - Simple is rolling out a new TV campaign as part of a £3m marketing investment in its facial skincare brand.

Simple: launches TV campaign
Simple: launches TV campaign

Airing from 1 March, the ads aim to drive sales by pointing out the reasoning behind using no colours, no perfume and no "harsh chemicals", for the first time. The ads have been created by Rainey Kelly Campbell Roalfe/Y&R, with media planning and buying handled by PHD.

According to IRI, the facial skincare category had market growth of 0.6% in the UK last year, with Simple achieving growth of 15.7%.

Alex Pike, group marketing director for Simple Health and Beauty said: "Simple has always been a brand with a clear point of difference and these new TV ads expand on the reasoning behind our no colours, perfume and no harsh chemicals philosophy as the biggest causes of skin irritation.

"This is the first time that we have demonstrated this fact in a TV ad. We feel that it is an important message for the brand and one which differentiates us from our competitors."

The first ad focuses on Simple's Kind To Skin Cleansing Facial Wipes and features three British models, Brigid McGraw, Lucy Holt and Poppy Delevigne.

The second ad features Simple's new Kind To Skin Vital Vitamin day moisturiser.

Simple Health and Beauty was purchased by Alberto Culver, owner of the brands Tresemmé, Alberto VO5 and St Ives, in December 2009 for £240m. Last year, Simple spent £2m on media.

When Alberto-Culver bought Simple, James Marino, president and chief executive, said the cosmetics giant intended to "continue to leverage Simple's brand strength to drive future growth" and called the purchase an "important step forward in executing our strategy of expanding and strengthening our portfolio".