New for spring 2014 and in response to qualitative consumer research, British fragrance house Yardley London extends its offering in the mass toiletries category with the new floral Bath & Body collection, an affordable line clearly differentiated from its core classic range by composition, price point and design to appeal to a new, younger female BC1 35+ audience.
Launching nationwide in Superdrug stores and online in March, with other national retailers and independent stores to follow from April, the new Bath & Body collection will be supported by a £750k print & digital advertising media campaign, as well as nationwide sampling throughout summer 2014 to create awareness and stimulate trial.
Capitalising on consumer demand for high quality, home-grown and affordable bathing products, the range is presented in fresh, impactful packaging with a bright, colourful floral design to create a new, modern British classic. Consisting of Moisturising Body Washes, Hydrating & Enriching Body Lotions and Nourishing Hand & Nail Creams, the new collection combines quality ingredients infused in three contemporary floral scents, leaving skin feeling soft, smooth, sensual and delicately fragranced.
The fresh floral fragrance of Uplifting Daisy - A dewy, fresh green floral fragrance opening with a burst of fresh green leaves and apple with a heart of hyacinth and white rose, enhanced with warm base notes of sandalwood and musk.
The fruity floral scent of Energising Peony - A modern fruity, floral fragrance with top notes of fresh green leaves, complemented at its heart by a combination of peony flower, red currant, geranium and heliotrope with undertones of warm amber.
The exotic scent of Invigorating Blue Orchid - An exotic scent opening with a mix of fresh juicy fruits: mango, orange and redcurrant with a floral, sensual heart blending water lily, bluebell and vanilla orchid, with warm woody base notes of cedarwoods, mahogany and tonka bean.
Products include a moisturising body wash, hydrating and enriching body lotion and nourishing hand and nail cream.
Visit www.yardleylondon.co.uk to find out more.
Posted: 22 March 2019