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 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.