Simple has a loyal and trusted position in consumer's hearts, and is extending its range to cater for older generations with sensitive anti-ageing products. The UK's No 1 cleansing brand famed for its facial wipes, soaps, body cleansers and everyday basics embodies the philosophy that advanced ingredients and technologies should never be at the expense of safety or sensitivity.
Heidi Muller, marketing controller at Simple said: “The essence of keeping things simple is absolutely still at our core, but our customers were asking us why we couldn't cater for them as they got older. They still had sensitive skin needs, but they didn't have anywhere trusted to go to, and we wanted to ensure that we provided that to them.”
The Regeneration Plus range uses a unique anti-ageing formula containing vitamin mineral complex, iris extract and marine extract that produce the effects that mature skins need while keeping at the forefront of skincare advances without losing the core values that keep simple just that.
Simple is also to be the first UK beauty brand to invite customers to become advisors to the company. The new community site (www.simplicity.me.uk) gives a voice to users of the products, giving them a platform to talk about the highs and lows of the range- a technique that other companies would be wary of.
Muller explained: “Our customers use the range every day, and we want all of their feedback, bad and good, in order to ensure that we are always listening to their needs. Its not a one off market research but a way of influencing the brand continually.”
So simple may not be quite so simple, but is adapting to the ever-changing market place.