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Following the Chupa Chups® toiletries line launched last Christmas, Perfetti Van Melle scores again in the beauty market, this time with its Mentos brand.

In 2015, Perfetti van Melle launched a dynamic licensing program in Europe and USA for its Mentos brand, which is now coming to fruition with new projects.

As anticipated by Marta Ballesteros, Area Licensing Manager at Perfeti Van Melle, in her interview last October, Mentos has a strong personality and strong relevance to the young adult market, its “freshness” concept is perfect for developing original concepts like this new personal care line.

Unveiled during Cosmoprof 2016, the new Mentos toiletries range is developed by GS Converting Wet Wipes, and comprises bath foam, liquid soap, hand cream, deodorant and wet wipes in two lines: “So Fresh”, inspired by the minty-fresh sensation of Mentos’s classic blue mint roll,  and “So Fruity”, a fruity-fresh sensation of red berries.

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The range will be rounded out by a special “So Fresh” line of male shaving products.

The line will be available leading Italian supermarkets and drugstores from June 2016.