GSK Consumer Healthcare is making a number of changes to its Oilatum range.

From December new packaging is being introduced across the eczema treatment range to improve shelf standout, while Oilatum Daily Junior Moisturising Lotion will have both a new formulation and a stronger claim: “Instantly soothes and protects, preventing the occurrence of dry skin.”

There will also be new ‘Guide to Managing Atopic Eczema’ leaflet for use in-store, highlighting the importance of having a regular skin care regimen for eczema prone skin, and how Oilatum has the right range of products, including emollient wash and cream, to help eczema sufferers.  A digital marketing campaign is currently supporting the range.

“We’re confident that the developments we’re making will continue to drive the brand forward and ensure Oilatum remains a firm favourite with consumers and to help pharmacists and retailers take advantage of the growing skin health category,” says Oilatum brand manager Adele Chee.