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Simple is preparing to take on market-leader Johnson & Johnson in the baby sector with a 'natural' positioning to appeal to mothers.
The skincare brand, which was bought by TRESemme-owner Alberto Culver last December, hired design agency BrandMe to revamp the products and packaging in its baby range.
The line includes Simple Baby All-In-One Wash, Moisturising Bath, Moisturising Shampoo, Pure Talc and Moisturising Wipes. Each of the products now includes camomile as an ingredient, and this is now flagged up on the overhauled packaging.
Greeting-card company Carte Blanche has signed a deal with Simple, allowing the brand to use its Tiny Tatty Teddy as a …