Cussons 7m launch extends Imperial range

Cussons is to launch a new range of shower and bath gels, called Aqua Source, under the Imperial Leather umbrella brand, backed by a 7m marketing push.

The launch continues Cussons’ strategy of expanding the 59-year-old flagship soap brand into modern, technologically enhanced liquid soap and gel products designed to appeal to younger customers.

A 7m marketing programme kicks off in June, with TV advertising created by Bates Dorland. The campaign will run on ITV, Channel 4, satellite and cable channels, and include cinema, and press ads in women’s consumer titles.

Cussons’ marketing director Dominic Box describes the products as a unisex range aimed at 18- to 34-year-olds.

“We can’t stand still. We will continue to refresh the Imperial Leather brand and invest in new product launches. Aqua Source demonstrates how far we can go using Imperial Leather as a corporate endorsement,” adds Box.

Box denies the new product activity signals the demise of the bar soap market, which he says is stable.

The Aqua Source range includes the first brand extension of the existing Imperial Leather shower gel in an aerosol, called “foamburst”, plus a bath soak, body wash and body wash starter pack with body puff. Retail prices range from 2.79 to 3.29.

Latest from Marketing Week


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 3703 or email

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