Lil-Lets to expand range with sanitary pads launch

Thu, 20 Sep 2007

Lil-lets UK is extending its feminine hygiene range by introducing a range of sanitary pads. It claims the launch will make it the only brand to have products across the whole category.

The range will include eight versions of sanitary pads, including an Ultra Fresh variant, which will contain aloe vera for added freshness. A G-string version will also be added to the panty liner range.

The launch is set for early 2008, to be supported by an ad campaign that will be handled by Big Communications. Lil-Lets recently appointed the agency, part of the Mission Marketing Group, following a pitch for its £1m account (MW last week).

Until now, Lil-lets has focused on its core business of non-applicator tampons. The brand's expansion strategy follows a change of ownership at the end of 2006. Accantia Health & Beauty sold Lil-lets for £80m in a management buy-out led by commercial director Ducca Baldi and financial controller Simon Pinks.

As well as brand extensions, the new owners also plan to launch into new markets across Europe and India and China. Licensing restrictions had meant the brand could operate in only the UK, Ireland and South Africa, but a change in machinery used in the production process means those restrictions have become void.

Lil-lets group sales and marketing manager Mark Esling says: "We are looking to expand the sales team this year and we may need to add to our marketing department as well."