PZ Cussons targets generation Z with Being by Sanctuary Spa

 

PZ Cussons has launched Being by Sanctuary Spa – a bold, sassy, young body care brand aimed at 18-25-year-olds.

Being launches with nine products in five distinct, gourmand fragrances specially designed to appeal to younger taste buds: Salted Caramel & Macadamia; Chilli Mango & Tonka Bean; Cloudberry & Lychee Blossom; Water Lotus & Pomelo; and Hibiscus & Coconut Water. The line-up comprises of bubble bath, body wash, body lotion, body scrub, body butter, body mist, hand cream and bath bomb. Wash bags are also available, with whimsical illustrations unique to each fragrance.

PZ Cussons extensively researched the Generation Z consumer in order to ensure the brand’s resonance with its target consumer. Chloe Combi, an expert on Generation Z, author, consultant and advisor to the government on youth issues, was recruited to sense check Being at key stages of brand development to ensure its authenticity.

Born into the recession and faced with the prospect of being the first generation to be worse off than their parents, this consumer places more importance on happiness delivered through enriching experiences. PZ Cussons Beauty’s extensive market research found that 18-25-year-olds love bodycare and use it daily, with 81% buying a body, bathing or shower product for themselves monthly, and that punchy fragrance is at the heart of their purchasing decisions.

Sibling & Co, who started working on design concepts for the brand in 2015, developed five cohesive fragrance personalities – one for each range ­– while creative agency Cult LDN has developed a digital-led communications strategy aimed at building brand awareness and brand equity in ways that resonate with a truly pioneering digital consumer.

Launching in June with a 100% digital marketing campaign, social media will play a leading role in growing brand identity and community, with 60% of spend going on social channels and 40% on influencers. 

With a high percentage of those in their late teens and early 20s experiencing mental health issues or needing to talk about ‘taboo’ subjects they face, Being has chosen The Mix as its charity partner. The Mix is the UK’s leading support service for young people aged 25 and under, offering advice on any challenge affecting them, from mental health to money, homelessness or finding a job, and a programme of fundraising initiative s is in development for later this year.

Being by Sanctuary Spa launched exclusively at Boots, and is being supported with a platinum launch kicking off on 5 June 2017 across 443 stores nationwide and online at boots.com.

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