Crabtree & Evelyn targets ‘Zillennial’ consumer with brand relaunch


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.

Sign up for your free email newsletter

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.


This is a small extract of the full article which is available ONLY to premium content subscribers. Subscribers sign-in (top right) to read the article.
Subscribe now to premium content on Cosmetics Business