Paris-headquartered cosmetics multinational L’Oreal is to roll-out a new six-product range of body lotions branded Plenitude Body Expertise.

The French giant has opted to tackle the highly competitive German market first, before extending the fledgling range to France and the US. The Frankfurt units of Publicis and Universal McCann will separately handle creative and media planning/buying duties for the $2.25 million launch campaign.

The German body lotion market is valued at around $200m annually and is dominated by Biersdorf’s Nivea range which commands a 30% share. Lever Fabergé and own-label brands account for the lion’s share of the residue.

News source: AdAge Global