Fresh Approach For Simple Skincare
Thursday, 21 August 2008
Simple, the UK's No 1 facial skincare brand*, has appointed Beattie Communications to spearhead its national consumer PR account.
The brand, with 50 years heritage in skincare, suitable for all skin types, even the most sensitive skin, is entering an exciting time in its development with new innovations and product extensions in 2009 to complement its core range. This includes Simple Regeneration Vitamin E Serum Pads and Simple Repair Anti Wrinkle range.
Marketing director for Simple, Alex Pike, explains: 'It was time to turn up the volume of our PR to reflect the brand's increasing status and market position. Our focus has always been on the beauty press and while that remains a crucial component of our PR strategy, we recognised the need for bigger brand thinking and strategy that would take us into a wider media playing field.
'As a VC backed business we can move much more swiftly than some of our global competitors and make decisions that give us the edge that we need, meaning we can be bolder and braver in a very competitive marketplace. We need to work with partners who share our ambition and agility.
'Beattie ticked all the boxes for us and we are currently finalising some major consumer campaigns with the team that will better reflect the Simple brand of today. These plans will marry with our current TV campaign and brand focus to convey the natural goodness in our products, as well as building on our heritage of delivering products with no unnecessary ingredients: no perfume, no colour and no harsh chemicals.'
Beattie Communications, whose client list includes Specsavers, Marks & Spencer, easyJet and Kerry Foods, is headquartered in London with a regional footprint spanning Scotland, Leeds, Manchester and Birmingham.
Beattie's group managing director, Laurna O'Donnell, says: 'This is a really crucial time for the Simple brand as there is so much to play for. As a leading provider of top quality skincare and having recently been voted Britain's Best Value Beauty Brand** Simple is perfectly placed to capitalise on current market conditions and the changing need of the consumer. One of our key priorities will be to communicate that Simple products are top quality and affordable, meaning consumers need not compromise on their skincare.'
Beattie took over the account from Smith and Monger.
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* Brand position in units. Source: IRI 52 w/e 1st November 2008 Non Medicated Facial Skincare, (Brands worth more than £1m)
** Independent research; Qubic online, September 2008