Brylcreem in pack revamp to promote heritage

LONDON - Brylcreem is relaunching later this month with a reformulated and repackaged range designed by branding agency Path.

The redesign aims to combat competition from rival men's haircare brands Fish and Procter & Gamble's Wella range.

The products will feature a logo that emphasises Brylcreem's iconic lion and the heritage statement "Styling since 1928'" to reaffirm its grooming roots.

The packaging will also include a colour-coded four-point scale highlighting each variant's strength and attributes.

The range will be sold in all major high-street chemists and supermarkets, priced from £3.19 to  £3.99. It includes Extreme Hold, Flexible Hold, Strong Hold and Light Hold, and offers gel, wax, gums and pastes, as well as a shampoo.

Julie Baker, marketing director at brand owner Sara Lee Household & Body Care UK, is handling the relaunch.

The range will sit alongside Brylcreem's other haircare products, including two electrical hairstyling products created in partnership with Remington that were introduced last year.

The Brylcreem Hairstyling Kit targets men who want to trim their own hair, while The Detailing Kit is aimed at those wanting to be more creative with their hair styling.

Brylcreem appointed Meme as its digital agency in November last year. The agency won the account after a four-way pitch, replacing Wheel, which did not repitch.

Brylcreem signed a two-year, six-figure deal last year to sponsor Sky Sports football show 'Soccer AM'. It runs credits and bumper breaks around the programme and also gets credits in on-air promotions and branding.

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