The 142-year-old maker of Imperial Leather and Sanctuary Spa has said reaching shoppers on platforms like TikTok Shop is as important as traditional retailers such as Tesco. PZ Cussons, founded in 1884, is vying to compete with a rising cohort of social media-savvy brands.
Chief executive Jonathan Myers said the business has to 'battle every day to win every purchase'. He highlighted that many newer brands arrive through social media, which blurs into e-commerce platforms. '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 said.
TikTok Shop has grown rapidly and recently became the fourth-largest beauty retailer in the UK, according to NielsenIQ data. PZ Cussons has been experimenting with live-streaming from its factory in Indonesia, running three shifts of streamers to drive demand. Sales via TikTok Shop in Indonesia have increased more than 600%.
Mr Myers noted the rise of 'quick commerce' in urban UK, accelerated by the blurring of social media and shopping. He stressed there is no room for complacency, saying competition keeps the company on its toes.
