• Brandweek, Monday, March 17, 2008 11:30 AM

Lysol's Healthy Touch hand sanitizer--the brand's first line extension outside of the home disinfectant category--rolls out nationally to retailers this month. Healthy Touch will provide direct competition to the popular Purell and other brands in the segment. The $93 million hand-sanitizer category grew 16% last year, per IRI. Purell has a 43% share of the market.

The launch will be supported by a 30-second TV spot debuting April 1 that will feature a mix of animated and real-life scenes that illustrate how the product protects against germs found around the house, while also moisturizing skin. An in-store sampling and display initiative will support during the back-to-school shopping season.

Marketing will leverage Lysol's germ fighting equity, while playing up Healthy Touch's moisturizing and foam qualities. The "gentle foam cleanser" kills 99.9% of germs, according to its packaging.

Read the whole story at Brandweek »