PZ Cussons has expanded its reach in Ghana with the extension of its Imperial Leather range, which will now include body wash, antiperspirant roll ons, body lotion, deodorant sprays and men’s care range.
The range expansion was marked by a launch event in Accra and was attended by Abdul-Rashid Hassan Pelpuo, Minister of State at the Office of the President, who commended the company for diversifying and giving consumers choice and a ‘rich experience.’
Pelpuo also encouraged other companies to follow suit, suggesting that the dynamic nature of business required companies to innovate in order to stay ahead in the market.
Ewuraba Adusei, Brands Development and Activation Manager, PZ Cussons-Ghana, said, “Moving with trends, Imperial shower gels were introduced onto the Ghanaian market three years ago and it is by far the fastest growing liquid body wash with 49 per cent market share volume. Obviously this is not a mean achievement in a much proliferated market.”
Indeed, product innovation is a key priority of the company, according to Business Unit Manager David Afflu.