Simple partners with girl band Little Mix to attract Gen Z consumers

By Becky Bargh 20-Aug-2018

The collaboration has been supported by a £1.8m digital campaign in an effort to target the under-25 market

Unilever-owned brand Simple has partnered with British girl band Little Mix to release a limited edition skin care brand.

Products featuring in the collaboration include: Micellar Water, Micellar Wipes, Dual-Effect Eye Make-Up Remover, Facial Wash and Moisture Sheet Masks (from 2.99).

The packaging was created with involvement from each of the Little Mix members and is inspired by the group’s album artwork.

Georgina Bradford, Unilever’s Marketing Director, said: “By revamping the pack designs of our incredible skin care range in collaboration with Little Mix, we aim to draw attention to the fact that our innovative products products are perfect for consumers who love experimenting with make-up as they are designed to help keep skin clean and looking refreshed.”

Simple also hopes to attract Generation Z consumers with the new range.

Bradford added: “Tapping into key passion points is a great way to engage audiences with brands, we know that music and make-up are key interest areas for younger audiences.

“With Little Mix fast becoming one of the most successful UK girl groups and strong role models for girls everywhere, we believe they’re the perfect for for Simple and a great way for us to resonate with this target audience.”

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