US feminine hygiene brand has Summer's Eve has launched a new line to target the millennial consumer.
The new Simply Summer’s Eve collection (from $2.99) has been designed to appeal to a younger consumer concerned about potentially harmful ingredients.
"As a trusted leader in the category, we wanted to create a line that features simple ingredients that deliver on what the millennial woman wants when it comes to her personal care needs," said Marketing Director of Women's Health at Prestige Brands, Domenick Tiziano.
"We're excited to offer our consumers the Simply Summer's Eve range – a line that truly embodies a new look and feel for the brand that's simplified, free-from harsh ingredients, and nature-inspired."
The new skin care collection are free-from harsh chemicals, parabens and dyes.
Simply Summer's Eve will be available at leading mass, drug and food retailers across the US. Included in the line-up is the Gentle Foaming Wash and Cleansing Cloths.
The two new fragrance sets in the Simply Summer’s Eve collection are said to help maintain a natural pH and 'nature-inspired' scents – Coconut Water and Mandarin Blossom.
The new line will be supported by PR, sampling initiatives, social media, TV and on-line advertising.
