PZ Cussons launches new personal care products
Personal care products manufacturer, PZ Cussons East Africa, has enhanced its offering in the fast-growing male self-care market segment with launch of new range soap and shower gel under its flagship brand, Imperial Leather.
The company said the launch of Imperial Leather’s Sport and Fresh Burst range has been informed by findings of three-year research which has established that demand for men’s self-care products was growing faster than that of women.
Speaking in a statement, PZ Cussons CEO Sekar Ramamoorthy, said about 400,000 new male consumers aged between 18 and 35 are joining the multi-billion-shilling self-grooming segment every year: “The Imperial Leather Sport and Fresh Burst are targeted at Kenyan men of these ages who are seen as a mixture of the millennials (born between 1981 and 1996) and generation Z (born mid-to-late 1990s) and have embraced self-care exponentially as belief in the need to invest in themselves expands.”
He added: “Heightened self-care consciousness is due to the influence of popular culture, access to copious amounts of information and research, online reviews and their friends’ recommendations. Men are choosing to have their grooming activities at their own convenience due to concerns about close physical contact (in the wake of COVID-19 pandemic)”.
The launch follows the launch of antiperspirant lotions, roll-ons and shower foam in early 2018 targeting the men’s grooming segment whose annual sales are estimated at Sh6 billion and growing at five percent.
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