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Sue Ismiel & Daughters

Spectacular results for a crisis product range developed specifically to be gentle for children

ClientSue Ismiel & Daughters
Relationship since2016
Robinson Young have handled the sales, distribution, marketing and Amazon exclusively for Nitwits since 2016

From taking on the Nitwits partnership in 2016, we successfully gained listings in Tesco and Boots, as well as gaining further distribution across the UK pharmacy sector. In 2018 we launched this brand on Amazon and we continue to see impressive growth, in fact it is currently our 2nd biggest selling product on this marketplace.

In 2019, sales increased by a staggering 135%. This is particularly impressive considering the size of the bigger competitor brands that exist in this space.

We achieved these great results by developing a full consumer and trade marketing programme which resonated extremely positively with parents, the target market. We were mindful to take into consideration that this is a crisis purchase and not a planned or welcome one. We developed communications to explain how simply the treatment works while reinforcing that the products are gentle on the hair and scalp of children and the family

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