Crabtree & Evelyn targets ‘Zillennial’ consumer with brand relaunch

16-Jul-2019

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

Crabtree & Evelyn targets ‘Zillennial’ consumer with brand relaunch

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.

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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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