PZ Cussons is to launch a budget range of bath liquids under its premium Imperial Leather range to compete with lower-priced products such as Sara Lee’s Radox.
Called Bubble Moments, the launch represents a considerable change in strategy for Imperial Leather, which has been marketed on its aspirational qualities for over 70 years.
The Bubble Moments range will sell at £1.99, competing directly with Radox. Four variants will be available: Quiet Time with a lavender scent; grape-scented Soothing; mandarin- scented Joyful; and rose-scented Delicate.
The October launch will be backed by a £2.1m TV advertising campaign, created by BDH/TBWA, with media buying through Media-edge:CIA Manchester.
This is not the first time Cussons has tried to enter the bathing products market. Last September, the company launched the premium-positioned Imperial Leather Bathtime range, with a £9m marketing campaign.
Industry insiders say the launch has so far failed to meet expectations, resulting in the introduction of its lower-priced stablemate Bubble Moments. One source says: “There is not enough demand for a high-priced bubble bath. Radox dominates the market on its price position.”
The source says Imperial Leather Bathtime’s £2.99 to £3.99 price range has limited its sales, despite innovative products such as Bubbleburst, Double Bubble and Bubble Melts and extravagant fragrances such as Cassis and Ginger.