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Creative Sanctuary Spa PZ Cussons

PZ Cussons launches Being with Cult Ldn to speak to younger audiences


By Naomi Taylor | Client Services Manager

May 3, 2017 | 3 min read

PZ Cussons has launched their youth brand ‘Being’ with the help of creative communications agency Cult Ldn.

PZ Cussons Beauty, the manufactures of St. Tropez, Sanctuary Spa, Charles Worthington and Fudge, are set to launch Being by Sanctuary Spa, targeting the centennial market shopping for body care on the high street.

Cult Ldn have developed an end-to-end brand launch strategy, which includes mapping the full brand positioning and brand tone of voice. Cult have also been appointed to run a complete social and in-store launch strategy, aimed at building awareness and brand equity in ways that resonate with a truly pioneering digital consumer.

Jacqueline Burchell, global marketing and product development director for PZ Cussons Beauty, said: “The launch of Being is exciting for our business as this young, new customer is making us think completely differently. Their hyper-connectedness means they are comparison shopping all the time. Strong branding, compelling products and strategies to connect with this audience are key components.

“Through our powerful images, influencer partnerships and involvement with the charity, The Mix, we hope to engage with this generation in meaningful ways that will emotionally connect and build brand loyalty. Our products are as fresh AF (as these youths might say) and we’re setting a new beauty standard which we believe will resonate.

“Our aim for Being is to create a brand that becomes part of their life, that understands them and speaks to them in a fun and open way.”

Bridey Lipscombe, co-founder of Cult Ldn commented on the launch: “Conventional campaign models do not apply to our target consumer group, rather than simply buying, we know that they buy into a stance that resonates with them. Our younger consumer wants to feel that they are part of an ever evolving brand and community.

"As a result, our communications strategy has been built collaboratively with influencers and is reactive to consumer feedback, wants and live news agenda to support their vision of real diversity in beauty."

Cult Ldn is based in Whitechapel, London and works with clients such as Royal Albert, Agent Provocateur and Frankie and Bennys.

They will be hosting their next insight event, ‘Artificial intelligence vs emotional intelligence’ on 24 May.

Creative Sanctuary Spa PZ Cussons

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Cult's ideas and insight take some of the world’s biggest beauty, fashion, luxury and wellness brands beyond their comfort zone to drive tangible business value. Founded in London in 2012 by Bridey Lipscombe and Cat Turner, we launched a New York studio in 2018, a global production house in 2019, and now have over 40 staff and an annual turnover of $8m.

Our innovative campaigns deliver authority, personality and relevance for our clients, be they legacy brands or start-ups. New business wins in 2019 included ELEMIS, Burberry, ghd, Rodan + Fields, Kopari and Pepsi-Lipton International’s latest plant powered energy drink YULA. Existing clients Sally Hansen, dunhill and Coty also extended our creative remit. Cult have worked with icons including Beyoncé, Katy Perry, Vivienne Westwood and Lady Gaga, while also recently being the first agency to develop a social drop-model for Marc Jacobs, which generated a sales uplift of over 250%.

The business’ R&D arm launched Mindscape, a mental health voice app for Amazon Alexa and Google Home, in conjunction with charity Mind. The app received critical acclaim and Mindscape 2.0 will be launched later in the year. Cult have recently appointed a new Head of Strategy, Charlotte Bunyan, their first Communications Director, Hugo Eyre-Varnier and signed award-winning futurist author Lucie Greene to collaborate on Cult Futures, their new insight and incubation program.

Clients include :

M.A.C Cosmetics, ELEMIS, Nike, Burberry, Sally Hansen, GHD, Kopari, Rodan + Fields, Amazon Fashion, Pepsico, Umbro, St. Tropez, Revlon Professional, FarFetch, Sarah Jessica Parker Fragrances, Agent Provocateur, Royal Salute, Kurt Geiger, Tod's

Awards include :

2018: Shortlisted Campaign's Independent Agency of the Year, The Drum Independent Agency of the Year Top 100 2017: The Drum Network Social Media Agency of the Year 2016: Brand Republic Agency of the Year 2015: BIMA Hot 100 (Agency Co-Founder Listed), Digital Mavericks, Top 10 (Both Agency Co-Founders listed) Clio Image Awards, Experiential (winner)

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