After announcing the launch of a £1 million TV campaign, Lyclear is set to be the biggest investor in the head lice category during the back to school season in the last five years. The campaign will highlight the 100% effectiveness of Lyclear Treatment Shampoo, Lyclear Treatment Spray and NEW Lyclear Treatment Sensitive while also raising awareness around the different treatment options available for those looking to effectively remove head lice.
With the back to school season around the corner, the close contact of children in the classroom provides an ideal environment for head lice to climb between heads. One in three children in the UK are likely to catch head lice at least once in the school year therefore retailers must equip themselves with the knowledge to help customers navigate the wide range of treatment options and provide appropriate advice and recommendations.
The Lyclear range, which is the fastest growing head lice brand in the UK, is clinically proven to kill 100% of head lice and contains a dual action formula which suffocates and dehydrates head lice and their eggs, so parents can be confident they are effectively treating the condition. Lyclear understands that because no child is the same, mums will have different needs from their head lice treatment and provides a range of options that retailers can consider recommending:
• Lyclear Treatment Shampoo kills 100% of head lice and is as easy to use as washing hair, which may be helpful for parents who find it difficult to keep their child still for long enough to apply a head lice treatment. Available at all major supermarkets (RRP £14.99)
• Lyclear Treatment Spray is a quick and easy treatment that kills 100% of head lice and eggs in one go. The odourless spray is a convenient alternative to traditional head lice treatments. Available at all major supermarkets (RRP £11.99)
• NEW Lyclear Treatment Sensitive provides a gentle yet effective head lice treatment option. The non-greasy lotion is the first gentle to hair and skin head lice treatment which is clinically proven to kill 100% of head lice and eggs. Dermatologically tested, the treatment is left on overnight and contains no essential oils, perfume or alcohol. Available at all major supermarkets (RRP £14.99)
Myriam Mizouni-Bertero, Brand Manager of Lyclear comments: “Due to the variety of head lice treatments available and the widespread nature of the condition, pharmacists play a pivotal role in advising parents on the most suitable head lice treatment for them and their children. We are dedicated to providing head lice treatments which parents can trust to effectively remove head lice and this is reflected in our ongoing investment into this category.”
Lyclear’s TV campaign is supported by above and below the line tactics with a total marketing spend of £2 million. It will kick off with TV advertising from Monday August 12 on prime time channels, including Sky, ITV, Channel 4 and Channel 5. The creative, which will centre around Lyclear Treatment Shampoo and the Larry head lice character, will communicate Lyclear as a 100% effective head lice treatment during the height of the head lice season. A targeted PR campaign, together with digital activities, will help drive consumers in store while bespoke in-store POS materials will educate about the most appropriate Lyclear treatment option and create opportunities for retailers to achieve significant returns in this category.