The Challenge
Baylis & Harding, renowned for its unwavering commitment to quality and luxury at affordable prices, has built a dedicated UK following since its launch in the 1970s. Our challenge is to help the brand remain relevant and stay a popular choice with loyal followers, while attracting new customers. A beauty of a brief for our tenacious Tigers.
Our Response
To keep this much-loved brand, well, much-loved, we’ve dug deep into our audiences to uncover insights to build our campaigns around. The mass-market toiletries category is commodity and price driven – so we set about adding excitement to the supermarket shelves, harnessing Baylis & Harding’s injection of much-needed luxury, style and glamour to the category.
Every day, we are building on this USP. Be it reaching Gen Z seeking amazing fragrance dupes or empty nesters ‘shelf scaping’ their bathroom cabinets, we are telling stories that die-hard fans and new brand entrants want to hear.
Impact
We use our deep understanding of the target audience groups to craft compelling narratives that we know will spark their interest and place these within the right editorial communities, from national news online, beauty editor pages, lifestyle TV, home and interiors media and one-off bespoke gift guides.
Big wins include proactively pitching Amanda Holden’s Instagram endorsement of a new Baylis & Harding range to online editions of the Daily Mail, Daily Star, Daily Express and OK! Magazine within two hours of her post going live.
When it comes to direct sales impact, our ‘dupe discovery’ exclusive feature in the Daily Star compared a new product line up against the unattainable price-points of a £200+ perfume brand. We know savvy shoppers want to discover these stories and it resulted in a direct sales spike with Amazon.
