Cussons, the manufacturer of Imperial Leather and Foamburst brands, has promoted its UK marketing director, Dominic Box, to the new position of international marketing director for personal cleansing.
Box’s global position will be an extension of his UK role. He will continue to be based in the UK and will retain the role of UK marketing director, but will be supported by the UK marketing manager Chris Thompson.
In his role as the international marketing director, Box will be responsible for the global strategy and development of the Cussons core brands, including Imperial Leather soaps, shower and bathing liquids and Carex antibacterial soaps and liquids.
As the UK marketing director he has overseen various product launches, including the much-hyped Foamburst Shower Gel and, more recently, Creamy Body Wash and Wake Up Bar. Box was also in charge of the recent &£9m relaunch of the Imperial Leather range.
In 1999, he was responsible for appointing Manchester-based BDH TBWA to handle Cussons’ &£8m account, following the advertiser’s split with Bates UK.
The launch of Foamburst Gel – claimed to be the first wash product that is both a gel and a cream – was supported by a &£7.5m advertising campaign, the largest spend for a product in the sector at the time.