Pure Beauty

Crabtree & Evelyn targets ‘Zillennial’ consumer with brand relaunch

Published: 16-Jul-2019

Social first strategy includes new e-commerce site and content platform

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Bath and body care brand Crabtree & Evelyn has relaunched with a new brand identity, product line and business model to appeal to a younger consumer audience.

The brand, which was founded by nature enthusiast Cyrus Harvey in 1972, was sold to Malaysian multinational Kuala Lumpur Kepong Berhad in 1996.

It was then acquired by Hong Kong-based Khuan Choo International in 2012, before being sold on to another Hong Kong based company, Nan Hai Corporation in 2016.

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