The New Skin brand extension, New Skin Sensitive, is aimed at both adults and children who want to avoid the sting when applying New Skin All-In-One liquid bandage to cuts and abrasions. This new New Skin formula will create a temporary seal to protect cuts and keep them clean.

In the first 8 weeks, pre vs. post ad, POS units were up 125%. Clearly, New Skin Sensitive has gotten off to a rollicking great launch.

This version of New Skin, however, is not waterproof. Which eliminates one of the key advantages of the base New Skin has over ordinary bandages. However, it was clear that old fashioned, traditional bandages have additional disadvantages vs. New Skin.

We do know that consumers are frustrated with traditional bandages because they often fall off. With this in mind, the manufacturers and marketers of traditional bandages have made extra efforts to make sure their bandages do not fall off. To address this, they have strengthened the adhesives on their bandages. And this, in turn, has created additional negatives. When a traditional sticky bandage is pulled off, the adhesive can hurt when pulled off skin. Especially, for those people with sensitive skin. And that stronger adhesive can leave a visible mark. In addition, those with body hair near a cut find the removal of a sticky bandages especially painful.

The Mr. Cut spokes-cut helps to illustrate the additional negatives associated with standard sticky bandages. There is a Mr. Cut appearing on different people in different places. Mr. Cut screams in agony to illustrate the negatives associated with ordinary bandages. This illustrates how traditional bandages can cause pain while New Skin Sensitive does not.