NAIROBI, Kenya
Imperial Leather, one of the oldest bathing soap brands in the market, is banking on a relaunch to expand its market share in Kenya. Competition in the soaps market has been growing and the relaunch is expected to give fresh impetus to Imperial Leather, which is also marking 75 years this year.
Mr Dimitris Kostianis, Managing Director of PZ Cussons East Africa, which produces Imperial Leather soap, says backed by a multi-million consumer promotion, the relaunch is aimed at raising the profile of the company’s flagship brand in an increasingly competitive market. The iconic brand has a new look package that the company says appeals to the modern and style-conscious consumer. “Looking at market trends we knew that this was the most opportune time to relaunch,” says Mr Kostianis.
“There was need for trendy and attractive packaging, and also maintaining a balance of trend verses what the brand stands for.” He said while the bathing soap still targets the whole family, it has introduced new variants to meet niche consumer segments. They include Extra Care for moisturisation and Active with distinctive fragrance, which is targeted for men. The normal Imperial Leather, known as Classic, is the key driver of the brand.
The relaunch in Kenya has been anchored on the ‘Oga na Milli’ promotion, which has been running since July and seeks to reward consumers and attract new customers. The overall winner will walk away with Sh1 million in November while others will win Sh750,000 and numerous other prizes. With retail shelves stocking many soap brands, marketers are finding new ways of winning over consumers and promotions are coming in handy.
While the Imperial Leather relaunch was regional, the promotion is being run only in Kenya, where competition is fiercest in the bathing soaps category. Mr Kostianis says Imperial Leather is seeking to retain its loyal consumers and win new ones. “Competition is a constant factor in any market but what keeps brands going is what they offer to consumers at the end of the day,” he said. “Imperial Leather offers consumers an affordable, long lasting luxurious experience.”
There has been a move by some consumers towards antibacterial/herbal brands and soap makers have moved with the trend. To address this, Imperial Leather launched its natural range that provides consumers with antibacterial benefits using natural ingredients. Imperial Leather, which initially had one soap variety, has grown to include other variants and formats offering consumers personal wash products in bar, body washes and hand washes.
The company’s portfolio of products in East Africa includes Imperial Leather, Ushindi, Venus, Cussons Baby and Morning Fresh, among others. The concept of the family and value is here to stay and thus the family segment is still the largest and quite sustainable,” said the MD.
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