By Our Reporter
Global personal care products manufacturer PZ Cussons, through its sole distributor in Uganda African Queen No. 1 Distributor Ltd, is ramping up the positioning of its flagship brand Imperial Leather, as the number 1 personal care brand in a new campaign dubbed ‘Be Fresh & Win’ aimed at rewarding consumers in cash & luxury holidays over the next 3 months.
Consumers will scratch to reveal the unique code on soaps, lotions & shower gels, send it to 8008 by SMS to stand a chance to win millions of prizes on daily, weekly, monthly & grand draws.
The brand has over time gained a firm footing in the Uganda market with a solid base of consumers. PZ Cussons Managing Director Sekar Ramamoorthy noted that Imperial Leather consumers have embraced its new full range of personal care products that include Men’s grooming products, bath soaps & lotions due to their signature scents fragrances and longevity.
“Our 2019 strategic mission is to raise the profile of Imperial Leather as a luxury lifestyle brand which delivers amazing experiences and is always part of the process where exciting memories are made,” he explained.
Innocent Tibayeita, AQ Managing Director, posited that young Ugandans were fast becoming the leading force of the consumer market and that PZ Cussons has invested heavily in building an understanding of their lifestyle aspirations and where luxury fits in their world.
He also explained that one key emerging insight in this generation of consumers, is that they want personalized products that cater for their unique needs & not necessarily one product for the whole family.
“Research shows that beyond 2020, the consumer group will utilize brands that match their aspirations and drive for meaning. As a result, it has become necessary to introduce to them a wide variety of well packaged, designed and scented products that match their aspirations while remaining affordable.” He said, adding that, “we are investing more in educating male consumers on the need for better personal grooming.”
According to Mr. Tibayeita, the 2019 Be Fresh & Win Imperial Leather national consumer campaign is designed to reinforce Imperial Leather’s number 1 position in the personal care category.
The current campaign will take up at least UGX 1B including luxury luxurious holiday rewards to local and foreign exotic destinations.
It will run for the period between October 2019 and January 2020.