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.