St. Ives is taking a new position in the mass skincare category.  "We're bringing 'natural' to the forefront and introducing a new tagline: Natural beauty requires nature," says Sameera Narang, brand manager. Consumer research indicated that the St. Ives customer was increasingly interested in natural ingredients. They also responded well to vibrant advertising.  "Our print and online campaign is much more colourful and lifestyle-oriented. We've had great response to it."  The ads, one featuring a woman holding a sunflower and the other featuring a model on a swing are similar in feel to Burt's Bees last campaign - fresh, light and outdoors.

Narang is hoping the campaign will drive sales for two new additions to the line.  An In-Shower Oatmeal & Shea Butter Exfoliating Body Polish combines oatmeal, shea butter and natural sugar crystals to gently remove dead skin cells.  Skin is left feeling smooth, bright and moisturized.  The 226 g tub retails for $9.99.  "Typically, these products are very expensive ranging in price from $15 to $50.  There was a need for one at mass." It's an impulse buy that consumers pick up on a whim while shopping. The second new item is a line extension for the Skin Firming collection - a 600 ml pump container of Skin Firming Advanced Body Moisturizer containing seaweed extract, green algae, collagen and elastin proteins to help improve skin's elasticity and restore skin's firmness.  "We've been able to clinically prove firmer skin in two weeks," says Narang.  Priced at $6.99, the product is expected to be a best-seller. by Dave Lackie