Sensitive skin laundry brand, Surcare, has announced campaigner Katie Piper OBE as its new brand and lifestyle consultant, a milestone in the brand’s relaunch and repositioning.
The appointment coincides with Surcare’s new brand redesign and the launch of its new positioning, called Love Your Laundry. Love Your Skin. This challenges traditional perceptions of laundry and reframes it as an often overlooked - but vital - part of everyday skin care.
The partnership with Piper reflects a deliberate move away from traditional brand ambassador models, instead placing lived experience and consumer insight at the heart of the brand’s evolution. As a respected author, broadcaster and long-time advocate for people living with sensitive and compromised skin, she will work closely with the Surcare team in a genuine consultancy role.
Piper said: “Surcare is doing something genuinely different. This isn’t about fronting a brand, I’m working closely with the brand team to ensure the message is right and truly meaningful.
“People are increasingly aware of what they put on their skin, but laundry is often forgotten in that conversation, even though our skin is in constant contact with clothes, bedding and towels.”
Pavan Chandra, marketing manager for Surcare, added: “Katie embodies everything Surcare stands for. Her personal experience, credibility and long-standing commitment to skin health, combined with her role as a parent, make her the perfect partner.”
The announcement marks the beginning of a long-term collaboration, with a sustained programme of activity planned to build momentum behind its skin-first approach. Over the coming months, activity will include TV and radio features with Piper, ongoing print PR, ongoing editorial and targeted social media advertising that brings Surcare’s skin-first message to life, as well as an appearance at the Good Homes Show in April.
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