PZ Cussons Beauty has launched a new brand under its Sanctuary banner, aimed squarely at Generation Z. Being by Sanctuary will launch in Boots stores in June, rolling out to Ulta in the US from October.

With 18- to 25-year-olds the UK’s largest demographic, PZ Cussons is predicting sales growth in line with some of its well-established brands for Being by Sanctuary, which is described as ‘bold, sassy, and young’. The line-up comprises nine products in five gourmand fragrances.  

The brand will launch with a 100 percent digital campaign, with 60 percent of spend devoted to social media, which is expected to play a leading role in growing brand identity.

“The launch of Being is exciting for our business as this young, new customer is making us think completely differently. Their hyper connectedness means they are comparison shopping all the time. Strong branding, compelling and honest products and strategies to connect with this audience are key components,” said Jacqueline Burchell, Global Marketing and Product Development Director for PZ Cussons Beauty. “Our aim for Being is to create a brand that becomes part of their life, that understands them and speaks to them in a fun and open way.”