Repel Maximum Aerosol 125ml

80% longer protection than Jungle Formula Maximum*

*Claim refers to Repel Maximum Aerosol & Jungle Formula Maximum Aerosol

Leading brand

Leading brand status is given to Jungle Formula based on 52 week value and volume sales data to w/e 3 march 2018. Source IRI.

Total market

Value

£27,606,761

Volume

5,988,750

Jungle Formula

Value

£10,303,810

Volume

1,429,696

Boots Repel

Value

£7,166,914

Volume

1,114,147

Value

£27,606,761

£10,303,810

£7,166,914

Volume

5,988,750

1,429,696

1,114,147

80% longer protection

Efficacy studies have been completed at arctec, a world-leading independent test centre for consultancy, and the evaluation and development of arthropod pest control technologies.  arctec are based at the London School of Hygiene and Tropical Medicine.

The studies were ‘arm-in-cage’ tests – these are detailed as a method to test repellents in the ECHA Guidance on the Biocidal Products Regulation: Volume II Parts B+C, Version 2.0 December 2017.

The tests are rapid and informative laboratory tests using mosquitoes in a small cage to evaluate effective dose and Complete Protection Time (CPT) of a repellent product.  CPT is the time at which a product no longer provides complete protection (the time between product application and the first probe on the treated arm).  It is mean CPT that is currently the HSE requirement for biocidal product registration.

The tests used 2 or 3 species of mosquito:
1.    Culex quinquefasciatus – an urban species of mosquito, feed indoors and outdoors at night.
2.    Stegomyia (Aedes) aegypti – originally found in Africa, now widespread across tropical and sub-tropical areas.  These are aggressive biters and will feed throughout the day indoors and outdoors.
3.    Anopheles gambiae -  the most important vector of human Malaria, feeds indoors and at night.

Non tropical claims – require a minimum of the 2 test species Culex and Stegomyia (Aedes).
Tropical claims – also need a third species (Anopheles) as a minimum.

Repel Maximum test products contained 50% N,N-diethyl-meta-toluamide or DEET (an approved biocidal active substance under the Biocidal Products Regulation 528/2012 (BPR) and are Product Type 19 (Repellents or attractants).

Insect repellents are commonly given a strength rating by manufacturers.  To date, there are no industry or regulatory guidelines for this.  The rating scale used by the leading proprietary brand Jungle Formula is 1 to 4 (with 1 being the lowest and 4 being the highest repellency rating).  Internally, Boots have generated a similar 4 point scale, this is based on geographic region, risk of mosquito-borne disease, efficacy, duration of protection and mosquito test species.

Repel Maximum Aerosol 125ml (item code 6319874)
80% longer protection (1) than the leading brand (2)
(1) Against mosquitos
(2) Jungle Formula (value sales, 52 weeks to 03 March 2018)

Repel Maximum aerosol contains 50% DEET, the self-declared strength rating is 4 out of 4 (scale 1 to 4, 4 being the strongest repellency rating). In tests performed by arctec (described above) the aerosol spray achieved a mean CPT of over 5 hours for Culex (8h 1 m), Stegomyia (5h 28m) and Anopheles (5h 39m).  As a result, the registered duration claim on the Repel Maximum aerosol is 5.5h for both tropical and non-tropical mosquitoes and the following text appears on the back of the pack: ‘for effective protection from mosquitoes for up to 5.5 hours (tropical and non-tropical) from one application’.

In contrast, the duration of protection claim on the current Jungle Formula Maximum aerosol (also 50% DEET with a strength rating of 4 out of 4) is ‘Up to 3 hours maximum protection per application’.  This product claim is for use in tropical areas (areas with a high risk of malaria).  The Jungle Formula Maximum aerosol is a registered biocidal product and will have been tested to an equivalent standard to the Repel Maximum product.

The difference between the duration claims is Repel Maximum providing protection from mosquito bites for 5.5 h, this is 2.5h longer than Jungle Formula Maximum aerosol (3h). 5.5h is 83% longer than 3h.

Substantiation for other claims in the campaign

Repel Maximum Pump spray 120ml (item code 6319890)

33% extra for less*

*30ml more than Jungle Formula Max pump spray

This is a statement of fact about the volume and price of the Repel product as compared to the brand leader. Repel Maximum pump spray contains 50% DEET, as does the Jungle Maximum Pump Spray.  Both have a strength rating of 4. Repel Maximum is £8.49 for 120ml (on Boots.com 26 Feb 2018).  Jungle Formula pump spray (item code 6211887) is £9.49 for 90ml (on Boots.com 26 Feb 2018). This claim means that consumers get an extra 33% of product by volume for a lower price.

Repel Maximum Roll-On 50ml (item code 6319912)

Mess free application

This claim is relating to the pack format method of application and is a statement of fact.  Users have no need for their hands to come into contact with the product to apply it since the roll-on is used to distribute the product evenly.

Repel Maximum Wipes 15 pack (item code 6319955)

Convenient on-the-go format

This is a statement of fact.  The wipes are supplied in individual sealed sachets.  This makes them easy to take with you in a bag for use (‘on-the-go’).

Repel Maximum Lotion 100ml (item code 6319920)

Up to 6 hours protection

In tests performed by arctec (described above) the lotion achieved a mean CPT of up to 8.5 hours for non-tropical Culex (9h 25m) and Stegomyia (8h 29m).  For tropical use, Anopheles mean CPT was 6h 11m.  As a result, the claim on the Repel Maximum Lotion is 8.5 h protection from non-tropical mosquitoes and the following text appears on the back of the pack: ‘for effective protection from mosquitoes for up to 6 hours (tropical) and 8.5 hours (non-tropical) from one application’.