PZ Cussons is the latest beauty behemoth to highlight the power of the millennial consumer group, with the announcement of a new Sanctuary sub-brand set for launch in May aimed at 18-24 year olds.

Looking to tackle the ‘challenging’ market, the company will be launching the new range of bath and skincare products to be sold in Boots stores, alongside a revamp of the existing Sanctuary range.

Chief Financial Officer Brandon Leigh said, “It’s a challenging market in the UK and brands need to stand out on shelves. So we are doing this to extend our reach to younger customers and boost sales further.”

The news comes as PZ Cussons full year outlook remains in line with expectations, with Nigeria proving particularly successful for the British personal care company.