Bronnley implements strategy to capture new audiences


The UK cosmetics brand aims to inject "more personality" into products and has entered new retailers

UK cosmetics brand Bronnley has revealed new measures it is taking to attract and engage a wider audience.

The company has extensively reviewed the market and the needs of existing and potential customers, and deduced a new strategy. One of the ways Bronnley aims to gain exposure to this untapped market is via new retail channels, as Dionne Anderson, Managing Director for Bronnley told Cosmetics Business: “As part of our future planning, the brand positioning and targeting have been reviewed. As such, we’ve recently expanded our wholesale landscape to include stockists such as House of Fraser, Harvey Nichols and Fenwick in order to engage and attract a wider consumer base.”

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However, despite aiming to draw in new consumers, Anderson emphasised that Bronnley would still continue to serve its current loyal fan base. “We believe that staying true to our roots of perfumery and injecting more personality will broaden brand appeal to a wider consumer base. ...

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