PZ Cussons planning to triple sales at baby skincare brand Childs Farm

PZ Cussons says it hopes to triple the sales of Childs Farm by pumping extra cash into the baby products firm over the next five years. 

The consumer goods giant – which owns Imperial Leather soap, household names such as Carex hand wash and tanning brand St Tropez – updated investors yesterday after it bought Childs Farm in March last year.

It believes that sales of the skincare brand for babies will balloon through continued expansion in the UK. 

Investment: PZ Cussons has already brought model Vogue Williams (pictured) on board as Childs Farm’s first brand ambassador

Sales at Childs Farm have swelled by 12 per cent in the 2023 financial year. 

PZ Cussons has already brought model Vogue Williams on board as its first brand ambassador as well as broadcasting its first television advert in the UK. 

It hopes to inject money into product innovation, including more in a ‘slumbertime’ range to help babies fall asleep, as well as snapping up more market share in the UK. 

The company hosted a capital markets day to update investors on its plans for the brand. Shares, however, edged down yesterday by 0.1 per cent, or 0.2p, to 160.6p.