Toiletries manufacturer PZ Cussons will launch an Imperial Leather bath products range this month with packaging designed by Blue Marlin, in a job worth over £100 000 to the consultancy.
PZ Cussons aims to break into the bath market with three new products in a range called Bubble. Blue Marlin created the product’s market strategy, name, packaging structure and graphics.
The range comprises Double Bubble, two liquids that combine to create a bubbly lather; Bubbleburst Scentsations, a foam for spraying into running water; and Bubble Melts, liquid sachets of cleansers and moisturisers.
‘The bathing market has seen little brand innovation or investment in the past five years. Bathing covers a variety of needs such as relaxation, escapism, pampering and fun, but current family brands are all delivered by the same product formats, with very similar propositions,’ says PZ Cussons sales director Neill Craigie.
Blue Marlin associate creative consultant Sophie Stinson says the group’s brief was to create a concept that would ‘revitalise’ bathing and attract younger consumers.
‘We looked at defining the bathing experience, which is all about immersing yourself and having time for yourself,’ Stinson says.
‘We’ve used the brand’s red and white and “releasing the lather” concept to carve out a territory in a very busy market,’ she adds.
The consultancy has worked with PZ Cussons for four years and is the company’s appointed brand guardian.