McBride’s sensitive skin laundry brand, Surcare, has just appointed marketers Quince to lead its PR and social media, it announced today.
McBride is looking to relaunch Surcare with a fresh positioning, a new ambassador and the most significant investment the supplier has made in the brand in over a decade.
Its new campaign will focus on driving awareness, engagement and brand advocacy through a fully integrated strategy, it says. This will include proactive PR campaigns that share the brand’s story through seasonal campaigns and culturally relevant moments.
Quince will also lead influencer and community engagement to build emotional connection with families and those with sensitive skin, and deliver a consistent social media strategy designed to deepen trust and drive conversation.
The move follows Quince’s ongoing work with fellow McBride-owned brand, Oven Pride, and reflects the company’s continued investment in building distinctive, emotionally resonant consumer brands.
“We’re delighted to be working with Surcare,” said Quince founder, Charlotte Dovey. “As more people seek out products that are both effective and trustworthy, it’s perfectly positioned to lead the conversation. We’re excited to bring fresh energy and creative direction to a brand that’s made care one of its core values.”
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