PZ Cussons is launching a new Imperial Leather Bathtime range and slipping a £5m marketing investment behind it ­ four times its bath product spend last year.
The company aims to build on the success of Foamburst shower foam which was launched four years ago, to add around £3.5m to the sector and create a brand worth between £8m and £9m in its first year. The nine-strong collection includes four fragrances of Double Bubble bubble bath, which has separate compartments of moisturiser and bubble liquid which mix (The Grocer, July 27, 2002). There are also three Bubbleburst Scentsations which come in the same three fragrances as Foamburst and soluble Bubble Melts sachets in two variants.
Premium priced at £2.99 to £3.99 to lift it above standard products, the range is aimed primarily at women aged 25 to 44.