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.

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