Yardley London looks to reconnect with younger consumer

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Yardley London looks to reconnect with younger consumer


Yardley London has enlisted new strategic agency partner SuperHuman to bring its heritage credentials bang up to date in the lead up to its 250th anniversary.

SuperHuman describes itself as 'a new breed of agency that specialises in helping brands to connect with women'. It is tasked with reinvigorating the brand by making it more relevant to a younger, ageless consumer.

The brand rejuvenation will kick off with the launch of a directional new fragrance collection, aimed at a younger audience, this spring.

Sandra Peat co-founder at SuperHuman comments: “It is an absolute dream to be involved in the creative overhaul of such an iconic, national treasure of a brand. The opportunities to reconnect Yardley with women across all ages and reflect the brand’s timeless style credentials is very exciting.”

Karen Cullen, head of marketing at Yardley London, believes the agency understands changing cultural attitudes to ageing and beauty.  "They are also a seamless one stop shop offering challenging strategic input through to the day to day execution,” she adds.

SuperHuman's remit will also include Yardley of London’s luxury bath, body and home brand, Woods of Windsor.

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