Relaunched Bylcreem range unveiled

Sara Lee has unveiled its relaunched Brylcreem range ahead of a multi-million above the line campaign fronted by yet to be announced ‘Brylcreem boy’.

The new range, featuring a new logo, is set to hit shelves in the autumn and will include three new products Brylcreem Cream, Clay and Extreme Gel.

The WCRS designed campaign is planned to be unveiled next month and will feature a new face to front the campaign to replace David Beckham.

The relaunch is being overseen by Sara Lee marketing director Margaret Jobling, who recently unveiled a major brand campaign and shake-up for its washing and bathing line Radox.

She says the relaunch of the iconic male grooming brand, which is over 80 years old “shows [Sara Lee’s] commitment to understanding the changing grooming needs of the male consumer.”

Jobling, who was the Unilever marketer behind Lynx before joining Sara Lee last year, recently told Marketing Week that grooming products for men are set to be a major growth area in the category.

The new range also includes three types of gel and two types of wax, alongside the Brylcreem original product which it says “looks great on short, sharp, masculine styles.”