Cuxson Gerrard is revamping its Carnation Footcare brand in a bid to take on market leader Scholl.
As part of major relaunch, the healthcare company is ploughing &£500,000 into giving the brand a modern image and cohesive feel across its product portfolio.
The relaunch will be supported by a press campaign created by Birmingham agency Zig Zag that breaks in March.
Carnation marketing manager Dave Wain says: “Carnation has a very good heritage, and we don’t want to lose existing customers, but we wanted to modernise it and bring it forward.
“This is about showing pharmacies and retailers that we are true competitors that can meet all their needs as well as delivering on price,” he adds.
Established in 1878, Cuxson Gerrard manufactures professional footcare products for chiropodists in addition to its Carnation range of branded consumer products.
Based in Birmingham, it claims to have a 20 per cent share of the UK’s &£60m footcare market, making it the number two brand behind SSL’s Scholl.