Imperial Leather’s mother company, PZ Cussons, has invested Ksh. 30 million on male grooming marketing campaign products as it seeks to boosts its sales and increase its revenue collection streams in the Kenyan market.
In a report by the Business Daily, PZ Cussons East Africa Managing Director (MD); Mr. Sekar Ramamoorthy, explained that the new marketing campaign will focus on educating men on the importance of good grooming in an effort to boost sales of the Imperial Leather brand.
“Our 2019 strategic mission is to leverage on our signature master perfumes to build the position of Imperial Leather as a luxury lifestyle brand. We are investing more in educating young male consumers on the need for better personal grooming,” Mr. Ramamoorthy is quoted as saying by the Business Daily.
The Business Daily similarly reports that the move is as a result of the brand’s dwindling sales in its African stronghold of Nigeria which has been plagued with a weakening economy and currency.
Imperial leather’s bid is expected to face stiff competition in the local market with international toilet soap brands with a presence in the country such as Unilever and Reckitt Benckiser stepping up their marketing strategy by introducing new brands to widen their reach in order to woo the country’s rising population in need of toilet products.
The rival companies have also resulted to lowering the prices of their brand commodities to increase their respective market shares.
Imperial Leather is a high quality, international brand with a rich heritage that spans over 75 years. It offers great value through the development of new and innovative product formats and fragrances that offer luxurious cleansing and care for the family.
The Imperial Leather brand offers superior bathing and personal care experiences through its unique, inspiring, long lasting fragrances that excite and appeal to the senses.