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

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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