Imperial Leather range aims to fill the gap in market

Imperial Leather, the soap brand owned by PZ Cussons, is launching a £3m advertising campaign to support the launch of its hypoallergenic SkinKind range.

The SkinKind range has been developed to fill a gap in the market for a luxurious “fragranced yet allergen free” skincare option for sensitive skin.

The advertising campaign, created by TBWA/Manchester will take in outdoor, press advertising and advertorials, online and sampling activity including a partnership with online fashion retailer Asos.com.

A PR campaign, handled by The Edge PR, aims to highlight the brand’s perfume credentials and includes the development of Dacha, a limited edition fine fragrance based on a reworking of the original Imperial Leather fragrance created more than 240 years ago.  

Caroline Reynolds, senior brand manager for Imperial Leather, says: “Traditionally there has not been much choice in the mainstream market and sufferers have been frustrated and had to make do with fragrance free products. There was no relaxing sense of luxury when it came to products for sensitive skin.”

The range includes Hydrate and Refresh, two body washes for women and Restore, developed for men.

Media planning will be handled by Mediaedge.

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