VEET ® Introduces NEW Suprem’Essence Product Line

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The world’s number one depilatory brand adds luxury to at-home hair removal with new rose fragrance

VEET ®, the number one hair depilatory in the world, is proud to introduce its new Suprem’Essence™ line of effective and efficient hair removal products. This innovative formulation, featuring essential oils and a new rose scent, has improved smell and reaffirms VEET’s position as the leader in the category, trumping its main competitor Nair in consumer preference research conducted by Reckitt Benckiser this year. In a double blind study of 305 women who tried both products, more women agree the VEET Suprem’Essence Spray On smelled better than Nair ® Lotion Aloe & Lanolin. Available in a gel cream tube, pump or spray on format, this truly luxurious new formula removes unwanted hair in just 3 minutes for results that last up to twice as long as shaving.

VEET Suprem’Essence products are the latest in a collection of offerings recognized by women worldwide for providing affordable, long-lasting solutions for smooth, soft skin from the comfort of their home. “Women can trust VEET to provide them not only with the ultimate in at-home hair removal, but also the spontaneity and freedom from inhibition that razors can’t provide,” says VEET Senior Brand Manager, Ashwini Dumaswala. “Adding the new rose scent to the VEET experience is a benefit we are proud to provide.”

VEET product excellence is derived through intensive and innovative research and development in product application, technology, fragrance and skin care. Dr. Stephen Hewitt, skin expert at VEET, says “The consumers have spoken, and we are proud to have enhanced a terrific product with improved smell. We’ll never stop trying to help women look and feel their most beautiful.”

VEET Suprem’Essence products are available April 1, 2010 at drug, mass, and grocery merchandisers nationwide, including Target, Wal-Mart, Rite Aid, K-Mart, CVS & Walgreens.
For more information on VEET Suprem’Essence, visit

About Reckitt Benckiser
RB is a world leader in household, health and personal care. It is a FTSE top 25 company and since 2000 net revenues have doubled and the market cap has quadrupled. Today it is the global No 1 or No 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation – near 35% of revenue comes from innovations launched in the prior 3 years. It has a strong portfolio led by 17 global Powerbrands which are: Finish, Lysol, Dettol, Vanish, Woolite, Calgon, Airwick, Harpic, Bang, Mortein, Veet, Nurofen, Clearasil, Strepsils Gaviscon, Mucinex and French’s, and they account for 70% of its net revenue. Headquartered in the United Kingdom, the company employs 23,000 people worldwide, with operations in 60 countries and sales in over 180 countries.


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Kate Sklar

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