Dettol launches global variant in India

Stay Protected, Stay Fresh with new Dettol Fresh

Reckitt Benckiser, today announced the launch of its Dettol Fresh Range – with a great fresh fragrance and the promise of long lasting Freshness.

Keeping in mind the climatic conditions prevalent in India, Dettol Fresh Soap has been formulated using a perfect blend of ingredients to give relief from heat and sweat so that one stays fresh for long time.  Dettol Fresh Liquid Handwash gives a Fresh and clean feel during handwash. All this while retaining superior protection of Dettol whereby it provides 10 times better protection from germs as compared to ordinary soaps.

Dettol Fresh range has been introduced in Bar soaps and Liquid handwash. The bar soaps are priced at Rs. 18/- and Rs. 29/- for 70gm and 120gm respectively. The liquid handwash will be available in three sizes - 250ml pump at Rs. 55/-, 185ml pouch at Rs. 30/- and 900ml refill pack at Rs. 135/- The pricing is at par with the existing portfolio of Dettol soaps and liquid handwash.

As part of an introductory offer, a discount of Rs. 2/- and Rs. 4/- is being offered on 70gm and 120gm soap bars respectively. This offer is valid during the month of February and March 2009.

Mr. Chander Mohan Sethi, Chairman & Managing Director, Reckitt Benckiser India said, “Dettol Fresh is a widely accepted global variant – and has been adopted by consumers willingly wherever it has been launched. The products have been developed keeping in mind the key consumer need of ‘Freshness’ when it comes to bathing as well as handwashing, while ensuring that, like all Dettol products, it gives the most superior protection to the family ”

An extensive consumer survey was conducted to determine the product acceptability amongst the target audience. The key findings pointed towards a strong appreciation and liking for the product due to the freshness that its new pleasant fragrance provides. Overall, the product was well appreciated across age groups for its fragrance, skin feel,, and pleasant yellow colour.

“The consumer survey confirmed our belief and further established the acceptability for Dettol Fresh. We are extremely confident of the product’s success in the Indian market. A focused campaign offering a mix of print, television advertising, outdoor media, and in-store promotion has been planned to support the product”, Mr. Sethi further added.

The new television commercial, developed by __Euro RSCG___ will be unveiled in February, 2009.

About Dettol
DETTOL is a brand of Reckitt Benckiser and has stood for “trusted protection” in India since 1933. The brand is endorsed by the Indian Medical Association and has consistently been voted as one of India’s Most Trusted Brands (ORG Marg Brand Equity Survey).

About Reckitt Benckiser
Reckitt Benckiser (India) Limited, formerly known as Reckitt & Colman (India) Ltd is one of the fastest growing consumer goods companies in South Asia. In India, it has many brands namely - Dettol, Harpic, Mortein, Lizol, Cherry Blossom, Vanish, Easy Off Bang, Veet, Colin, Disprin, Strepsils, Clearasil and others. It has major presence in home and personal care, surface care, fabric care, pest control and healthcare. The Company has operations in 60 countries, sales in 180 and employs 22,000 people around the world. Globally Reckitt Benckiser plc is headquartered in Slough just outside London, UK and is listed on the London Stock Exchange. For more information visit: www.reckittbenckiser.com