Yardley will use English heritage in relaunch ads

The Yardley London and Woods of Windsor fragrance and toiletries brands will emphasise their English heritage when they relaunch in the UK in September.

The Yardley London and Woods of Windsor fragrance and toiletries brands will emphasise their English heritage when they relaunch in the UK in September.

The relaunch of Yardley and Woods follows the brand owner’s decision to create a separate division to grow the luxury brands in Europe and the Americas.

Yardley managing director of Quentin Higham says the aim of the relaunch is to “re-establish and fulfil the potential of the Yardley London and Woods of Windsor brands in 90 countries” and look at every angle for potential growth, including new product development, category expansion and new market penetration.

The Woods of Windsor brand will be taken back to its roots with a redesign emphasising its connection to Windsor Castle and its product range based on traditional English recipes, while Yardley’s Royal Warrants will be emphasised.

Higham plans to broaden the Yardley brand with a male range in February and extend Woods of Windsor’s presence in the home fragrance arena with potential new products such as scented candles and drawer liners.

Higham says he plans to create online films and develop a digital strategy for both brands as neither has tapped into digital before. PR and a presence in print media is also planned.

Yardley and Woods of Windsor are managed by the Lornamead Company in the US and Europe. It has a diverse international portfolio of personal care brands, including Vosene and Lypsyl.

The new business organisation follows the sale of the Yardley business in Asia, the Middle East, and Africa in November last year.

Latest from Marketing Week

Get ready for Cannes 2018: Hot topics and what to see

Cannes Lions

With the Cannes Lions Festival of Creativity kicking off in three days, here’s your run down of all the hot topics up for discussion at the first festival since the Cambridge Analytica scandal broke, Sir Martin Sorrell resigned from WPP and the #MeToo movement was born.


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


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.


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.


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