New look encourages a skincare approach to laundry
SENSITIVE-SKIN laundry brand Surcare has rolled out a new brand redesign in an effort to encourage households to see laundry as part of a daily skincare routine.
As part of the new ‘love your laundry, love your skin’ campaign, Surcare aims to change how consumers view doing their laundry and shift it away from a household chore but more as being an active part of their daily skincare and wellbeing routine.
The new packaging across the Surcare range looks to emphasise this skincare approach and highlight that the range is suitable for those shoppers with more sensitive skin with an on-pack message that also shouts out the brand’s dermatologically approved nature.
Alongside this, the rebrand also marks the first step in a wider change for the brand, which will also be followed up with the announcement of Surcare’s first celebrity brand ambassador, a range extension, major new retail listings and the launch of Surcare’s own e-commerce website.
This overhaul aims to prompt this shift in consumer mindsets, highlighting that laundry remains a critical, yet often overlooked, step in caring for our skin. Surcare looks to normalise ‘skin-friendly laundry’ as an everyday choice for all households, not just for those managing allergies.
Pavan Chandra, marketing strategy and implementation lead for Surcare and other McBride-owned brands, said: “Our redesign is more than just a new look, it represents where the brand is headed. We want to reshape the role laundry plays in people’s lives to show that exceptional cleaning performance and skin-kind care can and should go hand in hand.
“Today’s consumer is seeking more than simply a laundry product. They want an experience that aligns with their family’s wellbeing. Skincare is no longer just about moisturisers and skin treatments; it begins with how you care for the fabrics that touch your skin all day long.
“In a category where brands are competing for similar shoppers, Surcare sees a clear opportunity to stand out through genuine care, clarity, and product integrity. By offering consumers kinder-to-skin solutions without compromising on cleaning performance, Surcare brings true incrementality to the category, attracting shoppers with unmet sensitivity needs rather than simply shifting share from existing products.”
