Yardley relaunches Contemporary Classics with Chapter
Yardley London is relaunching its Contemporary Classic range in time for the Christmas retail period with the introduction of brand new fragrance - 'English Bluebell' – alongside an autumn ad campaign through creative agency Chapter.
The campaign is supported with a £650k print and digital advertising campaign backed by Wipro Limited, the global manufacturer of personal care products, and will include ongoing PR and additional in-store investment in Asda, Sainsbury’s and Lloyds to drive sales and brand awareness.
Set to reach over four million women, the campaign created by creative advertising and media planning agencies, Chapter and 7 Stars, includes a mix of display advertising and advertorials as well as various digital activity.
Quentin Higham, managing director for Yardley London, said of the launch: “Since the relaunch of the Contemporary Classics range, the business has seen a significant increase in awareness and sales. We’ve worked closely with Chapter to ensure a strategic campaign that both engages our loyal customer base, while addressing a new generation of potential Yardley consumers that appreciate superior quality, coupled with affordable pricing.”
Ricky Neault, director at Chapter, said: “The Contemporary Classics range from Yardley London represents the very essence of the Yardley brand – beautiful floral fragrances with timeless appeal. This campaign captures the true spirit of this modern, British classic range. We believe in closeness and understanding when we work with our clients and it’s been a privilege to work with Yardley London right from the very beginning on this project and we look forward to continually supporting their ongoing success.”
Based in the Midlands, Chapter's clients include Silverstone Circuit, Birmingham City University, Neobo, Hunters and Halfords.
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