Andrex is targeting further value growth in the UK toilet tissue category with the launch of Andrex Skin Protect, a new premium proposition designed to give shoppers a meaningful reason to trade up.
The UK’s first clinically proven toilet tissue to help protect intimate skin, Skin Protect combines the signature softness and comfort of Andrex enriched with a soothing lotion and delicately infused with a touch of Vitamin E and Camomile. It helps reduce moisture loss to support the skin barrier compared with unlotioned Andrex
With intimate skin exposed to everything from everyday friction and frequent bathroom use to major life stages such as periods, pregnancy and menopause, Skin Protect responds to a consumer need that is both frequent and often overlooked. It brings a differentiated, skincare-inspired benefit to a category where purchasing remains largely habitual.
Rolling out across Tesco, Sainsbury’s, Morrisons, Asda, Waitrose, Ocado, Co-op and Amazon, the launch brings a new dimension to premiumisation in toilet tissue – moving the conversation beyond softness and ply to introduce a differentiated, skincare-inspired benefit in a category where purchasing remains largely habitual.
The NPD marks the latest evolution of the brand’s Get Comfortable platform which, for more than three years, has sought to help people adopt healthier hygiene habits and feel more comfortable with their intimate health. With Skin Protect, Andrex is now translating that mission into the product itself – putting intimate skin care at the heart of an everyday hygiene essential.
Skin Protect follows more than three years of development, with over 7,000 consumers involved in research and testing, and an independently led clinical study conducted to substantiate the product benefits. The launch also follows significant investment in new capabilities and technology, building on Andrex’s more than 80 years of experience in the toilet tissue category.
And that difference is already being noticed by consumers. Early reviews of Andrex Skin Protect have repeatedly highlighted its softness and premium feel, with one tester describing it as “the softest toilet tissue I’ve ever used”, while another said it “really does feel different to even the usual Andrex.” Others have described the new tissue as “silky soft”, “velvety” and “luxurious”.
Research commissioned by Andrex highlights the potential category opportunity, with 81% of women believing intimate skin deserves to be treated with care, yet just 39% consider skin-friendliness when choosing toilet tissue. The average person uses toilet tissue around 5.1 times a day, while new cultural analysis found intimate skin accounts for just 1% of skincare conversation by body part.
Niamh Finan, marketing director at Andrex, said: “Toilet tissue is used multiple times every day, but remains a highly habitual purchase. We see a real opportunity to give shoppers more meaningful reasons to engage with the category by delivering innovation that responds to needs they already care about.
“Skin Protect brings a clinically proven skin benefit to the softness and comfort people know Andrex for, giving shoppers a clear reason to trade up and retailers a differentiated premium proposition that can help drive category value*.”
The launch will be supported throughout the autumn by an integrated campaign spanning national earned media, proprietary consumer research, product sampling, and retailer activation.
Available in 4-roll (£4.95 MRSP) and 8-roll (£9.95 MRSP) packs. The Skin Protect range also includes Andrex Protect & Care Hygiene Wipes (RRP: £1.75), which are now clinically proven to protect intimate skin. Designed to be used alongside toilet tissue as part of a complete clean routine, the wipes offer consumers another way to bring added care and comfort to their everyday intimate hygiene routine. Final retail pricing is at the sole discretion of individual retailers.
