The revamp is aimed at building the brand back up following its acquisition by Keyline Brands.
New advertising features the
tagline ‘Beauty, uncomplicated’ and a more playful message of ‘If you want a regime, join the army. If you want a routine, join a bank. If you just want radiant skin, use Aapri’.
Senior product manager Amanda Miles said the aim was to return the brand to the success it achieved in its 1980s heyday. Support spend will include advertising up to November and introductory offers also aim to attract trade.
Miles said: “Research proves Aapri has high awareness, and now we have the right range to make a serious comeback in the skincare market.”