PZ Cussons aims to pamper millennials

Toiletries giant PZ Cussons on Thursday revealed plans to tackle a “challenging” UK market by wooing the millennial generation with a new range of Sanctuary bathing and skincare products.

The maker of Imperial Leather soap and St Tropez fake tan, said it will unveil a new sub-brand of its Sanctuary range in May, aimed at 18-24-year-olds.

Finance boss Brandon Leigh said the collection, which will be sold in Boots stores, will be “bold and quirky”.

PZ Cussons has also had a “major refresh” of the existing Sanctuary line. New products this month include a £9 warming detox charcoal wash.

“It’s a challenging market in the UK and brands need to stand out on shelves. So we are doing this to extend our reach to younger customers and boost sales further,” Leigh added.

PZ Cussons said performance for the year to May 31 is on target to hit City forecasts.

It said UK trading in the third quarter had been “robust”. It has offset the weaker pound by looking at costs such as packaging.

In Nigeria, it saw some improvement in liquidity, despite volatile exchange rates.