Running from April to December, the push will include national press ads, a nationwide sampling programme, in-store POS promotions and online activity with websites including ASOS
and Lovefilm .
The campaign will feature three straplines You don't want it, you need it, Do it five times a day and Treat yourself to something that sparkles everyday.
Senior brand manager Andy Thompson said: "We're confident that the new creative direction, Enjoy Irresponsibly, will take the brand to a new level of popularity.
five-a-day message has resonated well with consumers but we now want to give more emotive reasons to encourage them to purchase."