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Marketing in Brief: Sara Lee

This article was originally published in The Rose Sheet

Executive Summary

Sara Lee: To launch a regional print ad campaign for its Badedas bath line in fiscal 1998 (beginning July 1), Sara Lee said. Offerings include Revitalizing bath gelee, Creme bath, Foaming bath oil, Revitalizing soap and Creme soap. The gelee "relaxes the body" and improves circulation, while the cream bath softens skin and the oil "protects and enriches," according to Sara Lee. Packaged in clear bottles with mushroom-shaped caps, the line ranges in price from $5 for a bath soap to $40 for a 30.4 oz. bath gelee. The Badedas line is positioned to attract professional women over age 35 and will give Sara Lee, which has a number of personal care lines in Europe, an entry into the "relatively untapped" U.S. prestige bath category, the company said. Badedas became available in six metropolitan Macy's East stores in June. The line is also available at Marshall Field's, Dayton's, Hudson's and boutiques nationwide, U.S. distributor The King & I said...



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