Bulldog readies expansion drive

Bulldog, the men’s natural grooming brand, is planning its biggest marketing push to date to support the launch of its Facebook commerce site.

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The brand is launching its first mainstream outdoor advertising campaign using the strapline ’Man up’ in an attempt to promote its natural credentials and attract people to its website and Facebook page.

The brand is also running in-store promotions and sampling to coincide with the outdoor campaign and the launch of the
F-commerce site, which is due to go live in May.

Until now the brand has focused its marketing activity online through the use of social media and sponsorship of the BAFTA award winning online TV series David Mitchell’s Soapbox.

Bulldog is the fourth biggest male skincare brand in the UK with a 5% share of the market, behind L’Oréal, Nivea and Gillette, and claims it can overtake Gillette in the next two years. Sales increased 86% to £2.4m last year.

The British brand is expanding, rolling out across the US and Europe. Non-UK sales account for 10% of the brand’s sales.

Earlier this year Bulldog redesigned its packaging, logo and product range ahead of its US launch to ensure the brand had a consistent look across the UK, Europe and the US. It is being introduced in Whole Foods stores across the US.

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