Personal care manufacturer Cussons East Africa has launched a nationwide customer promotion for its Imperial Leather brand, dubbed Sherekea na Milioni. The Imperial Leather brand includes bar soaps, body lotions and body cleansers.
The company intends to use the promotion to develop its target young market. The Ksh. A $ 30 million promotion will reward Imperial Leather customers with cash and home appliance prizes.
“Recruiting young consumers is a key area that the company is striving to exploit. Interestingly, the current generation of young people are increasingly inclined to spend at least a tenth of their monthly basket’s value on personal grooming routines. Remarkably, male consumers are joining the personal care category at a faster rate than female consumers, with the addition of at least 400,000 new consumers each year in the male personal care category, ”said Mr. Sekar Ramamoorthy, Managing Director of Cussons East Africa.
Skin care products are currently the largest retailers, and as this trend continues to gain traction, the company has seen steady market growth for the Imperial Leather brand. Amid the Covid-19 pandemic, Mr Ramamoorthy pointed out that the demand for skin care products saw an overall decline of 27% in 2020, attributed mainly to the drop in consumer confidence and the reduction spending.
He also added that recent industry reports showed that the first quarter of the year saw a decline of 6%, which then accelerated by 21% in the second quarter.
the Sherekea na Milioni campaign will consist of daily, weekly and monthly winners who will be selected at random from scheduled draws. The final winner will take home the grand prize of Ksh 1 million.
The company also plans to implement a consumer education program to spare customers the impact of the economic deterioration caused by the ongoing pandemic.