The lineup, which will include a foaming cleanser, a clarifying toner and a facial scrub, will launch at retail, drug chains and mass merchants this August. Support will include print, Internet and exposure at trendy events. Price points will range from $4-$20.
Aquafina Advanced Hydration RX will be the first brand available at national chains that uses "QuSomes" technology, which is touted as ideal for absorption.
"It's a leap and a half from the core product, but there is definitely a connection," said Charles Riotto, president at International Licensing Industry Merchandisers' Association, New York, in a statement to the press. "People associate Aquafina with purity which is the type of thing consumers would look for in facial cleansers."