MARKETING MIX: I'll name that brand in one

This week's mystery brand originated in 1960 in the UK via the Albion Toiletries company. It was initially launched as a bar soap and sold principally in pharmacy outlets.

This was followed by the launch of a toiletries range during the 70s, and a facial skincare range from 1978. It is mainly manufactured in Corby, Northants.

Brand X was acquired in 1988 by Smith & Nephew, and passed on to Accantia Health & Beauty in 2000. It was relaunched in 1992, 1996 & 1999, moving from brown to the now familiar white and green packaging. The brand was originally targeted at families, and moved to target women in their 20s.

It is positioned as a product that is kind to sensitive skin and since its launch has emphasised it is neither perfumed nor coloured.

While the UK remains the main market for Brand X, it is sold in other countries around the world such as Ireland, South Africa, New Zealand and Australia.

Brand X has annual sales of pounds 25m in the UK, and holds a 7% share of facial skincare. It has grown by over 50% in the past 12 months. A 1987 TV ad for Brand X featured an image of a lily being spray painted. More recent ads recommended a 'Zen' approach to life.

Can you name this brand?

Fax your answers on 020 8267 4504. The first randomly selected correct answer will win a bottle of champagne. Last week's winner was Sarah Warden from The Redan Company, London, who correctly identified Nestle's Milky Bar.


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