PZ Cussons is launching a premium range of body washes under its Imperial Leather brand. The sub-brand is aimed at younger, more fashionable consumers.
The Imperial Leather Skinbliss Shower Lotion range will be available later this month and will be supported with a major launch campaign, which will break from September 22.
The Skinbliss line will be available in three variants – Cocoon, Glow and Renew – and contains patented “moisture-lock” technology, which the company says replenishes natural oils in the skin. The products contain over 50% moisturising ingredients, which it claims increase skin hydration and elasticity.
The ad campaign, created by TBWA/Manchester will use photography by fashion photographer Matthew Shave, known for his work for high-end brands such as Estée Lauder and designer shoe brand Jimmy Choo.
Skinbliss will use a new strapline, “Skin is in”, to underline the fashion positioning of the brand. To support its premium positioning, a print campaign will run in glossy monthly magazines, including Vogue, Elle and In-Style. An outdoor campaign will run across the UK throughout the autumn.