GSK topical pain relief brand Voltarol has launched its newest product, Voltarol Back and Muscle Pain Relief 1.16% gel with ‘No Mess’ applicator.

The brand claims the new design will positively contribute to users’ experience by allowing them to rub Voltarol gel onto the site of pain without getting it on their hands.

A survey carried out by GSK found that ‘product experience and sensation’ are the top priority for consumers in the topical pain category, with 27 per cent describing the sensation of touching the gel as a barrier to purchase.

Voltarol senior brand manager Charlotte Perry said: “At Voltarol we are always looking to equip pharmacists and retailers with innovative products that are developed based on key consumer insights. Through our research, we identified a shopper need for an inventive, innovative solution that allows easy, clean application of Voltarol Gel while leaving hands mess-free.”

The ‘no mess’ applicator is unique on the market in ensuring that users do not get product on their hands, Ms Perry added, saying that GSK “expects the brand to deliver further growth in the category as this helps to address a previous barrier to purchase for some customers.”

TV, digital and shopper activity will support the launch. The brand says that by continuing to invest in the category it hopes to drive overall performance.