Personal care brand Moss & Adams has kicked off the official rollout of its new look, following a soft launch last month in Morrisons.
The refresh of its affordable handwashes and bath crèmes had introduced “a new premium positioning, updated packaging design and refined product architecture, developed to strengthen its presence within the accessible luxury space”, said Moss & Adams.
The makeover aimed “to align to different moods to create a more aspirational experience for shoppers and create stronger standout on shelf”.
The six-strong Moss & Adams range includes Calming Handwash Cedarwood, Lemon & Spearmint (rsp: £2/400ml) and Relaxing Bath Crème Mandarin, Cedar & Juniper (rsp: £3/600ml).
Following its debut in Morrisons in mid-January, the lineup this week rolled into Co-op and Nisa. It will be available later this month in Booths, followed by Asda on 9 March and Dunelm from April.
The rebrand marked “a change of direction for Moss & Adams”, the brand said. The new look aimed “to drive trade-up within fixture, while remaining competitively priced for value-conscious shoppers” and offer “retailers a differentiated proposition that sits above entry-level private label while remaining accessible”.
Moss & Adams is a sister brand of fast-growing homecare player Astonish. Its handwashes and bath crèmes are made in the UK, formulated with essential oils and vitamin B5 for hydration. Vegan Society-approved and cruelty free, the products are packed in recycled materials.
Their relaunch will be supported by campaign including social activation, influencer partnerships and targeted PR activity. The range will be extended later this year.
“This rebrand is a strategic investment in building Moss & Adams as a credible player within the affordable luxury space,” said CEO Howard Moss. “Shoppers are increasingly seeking products that deliver both visual appeal and trusted formulation without stretching household budgets. We’ve created a range that brings what we describe as sink-side luxury into everyday homes – a product that looks elevated on display but is grounded in clear, straightforward benefits.
“For retailers, this is about driving incremental value into the fixture through compelling design and competitive pricing,” Moss added.
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