Scholl rejigs as cosmetics brand
Durex-to-corn-plaster group SSL International is planning to reposition its Scholl footcare brand as a cosmetics brand in a bid to move it away from its “problem feet” image.
The footcare brand will be repositioned in the first quarter of next year and the company plans to sell Scholl “differently” on retail shelves.
A spokeswoman for the company says: “Scholl will now be promoted as a beauty brand, used to pamper the feet. Even on the shelves the brand will target consumers differently. It will be positioned as a wellbeing brand.”
She hinted that Scholl will no longer sit next to the likes of Bazuka Gel and Daktarin on the shelves but will instead sit alongside other beauty brands.
The company has refused to give any details about advertising and marketing for Scholl. McCann-Erickson Manchester handles creative work for Scholl, and media is through Universal McCann Manchester. The company spent &£1.88m on advertising last year.
The decision follows last week’s announcement of SSL International’s interim results for the six months to September 30 – operating profits fell from &£39m in the same period last year to &£13m this year.
The company is trying to bounce back from the accounting scandal that shook it earlier this year. SSL was rocked by an investigation into the overstatement of past accounts showing profits and sales inflated over a two-year period (MW June 7).
