THE WHAT? Procter & Gamble has launched a new sensitive skin care brand, appropriately named GoodSkin MD. The brand soft-launched on its own D2C site and has now made its debut on CVS.com to boot and is set to hit physical shelves in July.
THE DETAILS The brand is designed to be gender-inclusive and targeted at the millennial market, according to a report published by Glossy.
The range comprises six products including sunscreen, serums, a night cream, rescue cream and cleanser. Further product drops are anticipated.
THE WHY? Derma skin care brands are enjoying strong growth and P&G is keen to get in on the act. According to Eric Rose, Senior Brand Director at P&G Skin Care, per Glossy, some 65 percent of consumers claim to have sensitive skin.