Yardley London Floral Bath & Body Collection is a new, affordable range featuring contemporary fragrances and packaging aimed at a younger (35+) female audience.
The range comprises Moisturising Body Wash, Hydrating & Enriching Body Lotion and Nourishing Hand & Nail Cream in three floral scents: Uplifting Daisy, with notes of green leaves, apple, hyacinth, white rose, sandalwood and musk; Energising Peony, with notes of peony, redcurrant, geranium, heliotrope and amber; and Invigorating Blue Orchid, a fruity floral that blends mango, orange and redcurrant with water lily, bluebell, vanilla orchid, cedarwood, mahogany and tonka bean.
Quentin Higham, Managing Director of Yardley London, says: “Whilst maintaining our fiercely loyal customer base of BC1 65+ females with the core classic range, the new floral Bath & Body collection has been designed following extensive consumer research for a younger female audience.”
The new collection is available at Superdrug and superdrug.com from March, and other retailers from April 2014. The launch will be supported by the £750k ‘Feel Every Petal’ print and digital advertising media campaign, as well as nationwide sampling.
RRP from £2.49, Yardley London, yardleylondon.co.uk.