The Palmolive Aromatherapy range will initially be launched in select metros across the country and will be supported by a multimedia campaign through TV, magazines and outdoor media. At the ground level, the launch will also be promoted through in-store promotions like the specially branded Palmolive aromatherapy de-stress zones. There will be a strong emphasis on trial generation activity using trial sachet packs as well as prominent displays and merchandising in retail outlets.

A medianet release says that the "Anti-Stress" range retails in attractive purple packaging, containing the essential oils Lavender, Patchouli and Ylang Ylang - which are acknowledged for their properties to help soothe and calm. The "Energy" range features vibrant green packaging and includes the essential oils mandarin orange, ginger and green tea, which are known to help lift the spirits and awaken the senses.

The release also adds that aromatherapy will be easily accessible to consumers in convenient, easy-to-use forms. The new Palmolive aromatherapy range will give consumers the opportunity to make the most of their daily bath routine and pamper themselves with an aromatherapy experience in their bathrooms, it adds.

Colgate-Palmolive (India) executive V-P (marketing) Vikram Kaushik was quoted as saying: "Consumers are leading stressful and busy lifestyles. They want products that do more than cleanse and moisturise - products that help them indulge and relax. With our new Palmolive Aromatherapy range, consumers can now enjoy an affordable aromatherapy experience every day."

The Palmolive Aromatherapy Range is priced at Rs 90 for a 250 ml shower gel bottle; Rs 90 for a 300 ml liquid hand wash pump bottle; and Rs 22 for a 100 gm bar soap. Economic refills for the liquid hand wash will be available at Rs 75.

Kaushik added: "Palmolive today is a trusted brand that appeals to both women and men. It is associated with quality products like Palmolive Extra Care and is the leader in the shave preps market. With the launch of our new Aromatherapy range, Palmolive becomes the only brand in India to offer the entire spectrum of body cleansing products - shower gels, liquid hand washes and bar soaps - all at premium international quality and affordable pricing. Being the first to introduce an entire personal care range of aromatherapy products, we have the early mover advantage."