Church & Dwight adds depilatories to Nair line

NEW YORK Nair, a Church & Dwight brand, is looking to help beauty mavens get beach ready with the rollout of several new hair-removal products for 2010.

Among the new offerings is the new Shower Power Max, which joins the line up of existing Shower Power products that are designed for in-shower use. New Shower Power Max comes in a larger pump bottle and promises the max performance when removing coarse hair. It is scented with lavender and contains vitamin E.

Shower Power Max, which has a suggested retail price of $8.99, joins the existing Shower Power sensitive, moisturizing and exfoliating formulas.

There's also the new Nair Silky Sensations for legs and body that features a dual moisturizing blend of depilation plus moisturization. The formula contains pomegranate and soy extracts and promises to provide 20% skin hydration. The suggested retail price is $6.99.

Nair has also revamped the packaging for its Nair Naturally Smooth Warm Wax and Cucumber Melon Lotion hair remover for legs and body to highlight the "natural" positioning of the product.

To encourage beauty mavens to take try Nair, the company is launching in April its Nair "Step Out Challenge" during Spring Break in Panama City, Fla.

To participate, consumers can visit www.NairLikeNeverBefore.com for a coupon to try one of the newest Nair products, like Shower Power Max or Nair Silky Sensations, and put their razor aside for a week. Consumers then make a video showing off their smooth legs and upload it to the site to enter the challenge. Those who upload their video will be entered in a drawing for a chance to win a pair of Sony concert tickets.