Charles Worthington, the premium haircare brand, is planning to drive product sales and boost brand awareness by extending distribution into the major supermarkets. The range was previously only available in Boots.
The PZ Cussons-owned brand, co-created by celebrity hairdresser Charles Worthington, is being rolled out in Tesco, Sainsbury’s, Superdrug, Waitrose, Morrisons and Asda stores.
The expansion ends its exclusive sales agreement with Boots, in place since the launch of Charles Worthington’s first signature range in 1995, although the chain will continue to stock the brand.
PZ Cussons commercial director Neill Craigie says: “The increased distribution means that more will be invested in marketing communications, including a strong national print and outdoor advertising campaign.”
In May, Charles Worthington appointed Delaney Lund Knox Warren & Partners to manage its &£2.5m advertising account – its first major advertising initiative since it was bought by PZ Cussons in 2004.