SENSITIVE skin laundry brand Surcare has unveiled new packaging designed to help change the way consumers think about laundry.
Under its ‘love your laundry, love your skin’ campaign, Surcare is encouraging households to see laundry as an active part of their daily skincare and wellbeing routine.
The new packaging represents the first stage of a wider rebrand that will be followed by the announcement of Surcare’s first celebrity brand ambassador, a range extension, new retail listings, and the launch of the brand’s own e-commerce website in due course.
This rebrand also aligns with McBride’s broader transformation strategy. Historically known as an own-label manufacturer, McBride is stepping up investment in the branded space. As part of this shift, the business is investing 350% more year-on-year into the brands it owns, with Surcare at the forefront of this focus.
“Our redesign is more than just a new look,” said Pavan Chandra, who leads marketing strategy and implementation for Surcare and other McBride-owned brands. “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.”
