PZ Cussons is to overhaul its key brands later this year and launch a number of new bath and shower ranges in an effort to squeeze Sara Lee’s Radox brand.
The company’s Imperial Leather Foamburst range will be relaunched with updated packaging and six different variants, including aqua spa, ice cool, mango madness, moisture plus, radiance and wake-up.
The company will also launch a range of shower products specifically for men under Imperial Leather, which will comprise two shower gel and two foamburst variants. The products will be divided into charge up, energise, recharge and wind up fragrances.
The company will also target the luxury end of the market with the launch of Bubble Spa, which will include four bath-soak products offering relaxing and re-energising properties.
A Cussons spokeswoman says the line will look and feel like a premium range but will not be more expensive than other Cussons bath ranges. She adds that the Bubble Moments range will also be extended with two “relaxing” products.