Crabtree & Evelyn to modernise

High-end toiletries brand Crabtree & Evelyn has briefed its first external agency in an attempt to modernise its image.

Crabtree & Evelyn's India Hicks line
Crabtree & Evelyn's India Hicks line

Retail specialist ZPR will handle consumer and trade PR on a retained basis. It will raise brand awareness and will focus on the launches of new autumn/winter and Christmas product ranges on a national and regional level.

The agency will target high-end aspiration beauty titles, as well as more mainstream beauty pages including the Daily Mail.

Zaria Pinchbeck, MD of ZPR said: 'Crabtree & Evelyn has a very loyal customer base but it was more mainstream five or six years ago. We are working with the team to help reposition the brand and reawaken customers’ awareness of Crabtree & Evelyn in today’s market.'

Retail specialist ZPR also works on Selfridges, Superdrug, Peacocks, Bonmarche and Lakeland Ltd.

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