Relaunched Bylcreem range unveiled

Sara Lee has unveiled its relaunched Brylcreem range ahead of a multi-million above the line campaign fronted by yet to be announced ‘Brylcreem boy’.

The new range, featuring a new logo, is set to hit shelves in the autumn and will include three new products Brylcreem Cream, Clay and Extreme Gel.

The WCRS designed campaign is planned to be unveiled next month and will feature a new face to front the campaign to replace David Beckham.

The relaunch is being overseen by Sara Lee marketing director Margaret Jobling, who recently unveiled a major brand campaign and shake-up for its washing and bathing line Radox.

She says the relaunch of the iconic male grooming brand, which is over 80 years old “shows [Sara Lee’s] commitment to understanding the changing grooming needs of the male consumer.”

Jobling, who was the Unilever marketer behind Lynx before joining Sara Lee last year, recently told Marketing Week that grooming products for men are set to be a major growth area in the category.

The new range also includes three types of gel and two types of wax, alongside the Brylcreem original product which it says “looks great on short, sharp, masculine styles.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here