Fabergé axes Pears body care range to push soap

Elida Fabergé is scrapping its Pears body care range following poor sales and concentrating on promoting the original Pears soap bar.

Elida Fabergé is scrapping its Pears body care range following poor sales and concentrating on promoting the original Pears soap bar.

The transparent bath and shower products were launched four years ago as a brand extension to the 200-year-old Pears soap.

Elida Fabergé will continue selling the shampoo range and the two Pears soaps.

Pears is the oldest brand of soap in the world and was acquired by Elida Fabergé in 1952.

The brand, which will be repackaged, is being repositioned in a new advertising campaign through Bartle Bogle Hegarty to appeal to a younger market.

The campaign is the first work BBH has devised since it took over the advertising account from J Walter Thompson last year.

JWT’s ad strategy targeted an older market with a mother and daughter campaign.

The new ads, which break in October, will not run on television. Instead, they will appear in up market women’s style magazines such as Vanity Fair, Vogue and Elle Decoration.

Recently, Elida Fabergé has spent no more than 1m a year advertising the brand.

Latest from Marketing Week

What makes marketers tick?


As part of Marketing Week’s 40th anniversary celebrations, we are taking a detailed look at the different psychological profiles that make up the marketing profession. Who are you, what does marketing mean to you and how does that influence how you do your job?


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here