Andrex is targeting value growth in the toilet tissue category with the launch of Andrex Skin Protect, a new premium proposition designed to give shoppers a meaningful reason to trade up.
The UK’s first clinically proven toilet tissue to help protect intimate skin, Skin Protect combines the signature softness and comfort of Andrex enriched with a soothing lotion and delicately infused with a touch of Vitamin E and Camomile. It helps reduce moisture loss to support the skin barrier compared with unlotioned Andrex products.
The NPD marks the latest evolution of the brand’s Get Comfortable platform which, for more than three years, has sought to help people adopt healthier hygiene habits and feel more comfortable with their intimate health.
Early reviews of Andrex Skin Protect have repeatedly highlighted its softness and premium feel, with one tester describing it as “the softest toilet tissue I’ve ever used”, while another said it “really does feel different to even the usual Andrex.” Others have described the new tissue as “silky soft”, “velvety” and “luxurious”.
Research commissioned by Andrex highlights the potential category opportunity, with 81 per cent of women believing intimate skin deserves to be treated with care, yet just 39 per cent consider skin-friendliness when choosing toilet tissue. The average person uses toilet tissue around 5.1 times a day, while new cultural analysis found intimate skin accounts for just one per cent of skincare conversation by body part.
“Toilet tissue is used multiple times every day, but remains a highly habitual purchase,” said Marketing Director Niamh Finan. “We see a real opportunity to give shoppers more meaningful reasons to engage with the category by delivering innovation that responds to needs they already care about.