Chief executive Jonathan Myers of PZ Cussons has declared that the historic consumer goods firm must "battle every day to win every purchase" in a challenging retail environment. The 142-year-old company, founded in 1884 and known for brands like Imperial Leather and Sanctuary Spa, is now heavily investing in digital innovation and brand-building to stay competitive.
Navigating a Tough Consumer Market
PZ Cussons has issued warnings about the difficult consumer market in the UK, where Brexit-fuelled inflation continues to place significant pressure on household budgets. Despite this, the firm maintains a widespread presence, with Myers noting that "there's hardly a store in the country that sells a washing and bathing product that doesn't sell a PZ Cussons product." However, the rise of social media-driven brands has forced the company to adapt its strategies.
Embracing TikTok Shop and Online Trends
The company is prioritising platforms like TikTok Shop, viewing them as equally important as traditional retail giants such as Tesco. Myers explained that insurgent brands often emerge through social media, which seamlessly integrates with e-commerce. "It's about making sure that we're present, that we're growing fast, and that we're stealing our share of purchases there, just as we would a Tesco Express down the street," he stated.
TikTok Shop has experienced rapid growth in recent years, becoming a major player in the UK retail landscape. According to NielsenIQ data, it is now the fourth-largest beauty retailer in the country, with beauty sales surging by 60% year-on-year in 2025, driven by trends like Korean skincare. Major retailers, including Marks & Spencer and Sainsbury's, have joined thousands of smaller businesses on the platform.
Innovative Sales Tactics in Indonesia
PZ Cussons is also experimenting with innovative sales methods in Indonesia, where it operates a successful TikTok Shop. The company runs three shifts of live-streamers from its factory, driving demand for its brands through marketplaces like TikTok Shop, with products delivered via moped. This approach has led to a more than 600% increase in TikTok sales in the region.
The Future of Quick Commerce in the UK
Myers highlighted the growing trend of quick commerce in urban areas of the UK, accelerated by the blurring of social media and shopping channels. He emphasised that there is no room for complacency, stating, "Competition is good because it keeps us on our toes." The company's focus remains on staying at the forefront of online shopping trends to compete effectively with newer, digitally-native brands.
As PZ Cussons continues to navigate a tough market, its strategy underscores the critical importance of adapting to evolving consumer behaviours and leveraging digital platforms to maintain relevance and drive sales in an increasingly competitive landscape.
