UK Volume 23 Superbrands UK Vol. 23 Savlon has been making every day, minor injuries worry free for generations. It aims to give parents the reassurance that they are doing the best they can for their family, so fun can be restored with minimal fuss and worry. First Aid for Life is at the core of everything Savlon does Market In the UK the total antiseptics market, excluding discounters and online retailers, is worth more than £40m. Within the antiseptic creams category, Savlon has more than a 50% share, equating to more than £8m of retail sales value (RSV) (Source: IRI data to Sept 2022). The market encompasses both branded and unbranded products available in a wide variety of stores, from supermarkets to chemists. Product The Savlon product range can be used to treat the whole family in a wide variety of first aid situations, from grazed knees and shaving cuts, to chapped skin and bites and stings. As of 2022, Savlon offers four products in its range, Savlon Antiseptic Cream – to cleanse skin and help prevent infection; Savlon Advanced Healing Gel, soon to be Scar Prevention Gel – which promotes faster healing and helps minimise the likelihood of scarring; Savlon Dual Action Gel – that helps relieve pain and prevent infection; and Savlon Bites & Stings Pain Relief Gel – to soothe, protect and relieve the pain and itching caused by insect bites and stings. Looking forward, there are also exciting new product developments in the pipeline. Achievements With 95% of consumers aware of the brand, Savlon boasts close to universal awareness, as well as being the most top of mind brand in the first aid category. Interestingly, within unprompted awareness, Savlon is significantly ahead of its competitors, with almost twice the category average. Looking in more detail at different audience groups, for those both with and without young children, Savlon is highly salient and readily brought to mind. One in three consumers consider Savlon to be their first choice for first aid minor injuries. Savlon is a highly meaningful brand; delivering a rational and emotional purpose, helping reassure both physically and emotionally because of the strength and connotations of the brand. The achievements don’t stop there. Delving into brand trust, Savlon has an enviable level of brand trust amongst consumers and is also highly rated by pharmacists. This is supported by the consecutive awards the brand has won at the coveted Most Valuable Product Awards. With an expert shortlisting panel – including pharmacists and buyers from major multiples – Savlon Antiseptic Cream was voted as the winner of the First Aid category in both 2021 and 2022. Recent Developments Currently, Savlon is undergoing a brand refresh which is due to be in market from the end of 2022. The new look and feel will highlight product benefits and aims to bring in new consumers with a fresh, modern design. A programme of brand innovation will also be gathering pace in 2023. Promotion Passed down from generation to generation, Savlon has strong consumer awareness and saliency. During the 1970s, 1980s as well as the 1990s, Savlon benefited from high levels of advertising investment. This included above-the-line TV campaigns, focusing creative on a mother treating a child’s minor injury, such as a graze or cut, with Savlon. The name Savlon is derived from the original manufacturing site of the Avlon Works at Avonmouth on the Severn Estuary DID YOU KNOW?