PZ Cussons refreshes Cussons Baby packaging across East Africa

KENYA – PZ Cussons has refreshed the Cussons Baby brand’s visual identity through a new campaign that combines modern packaging, emotionally led imagery and a reaffirmation of its established gentle-care positioning. 

Headlined “New look for the gentle moments,” the campaign depicts a mother and baby in a bright, comforting home environment, placing nurturing interactions at the centre of the brand’s communication. 

The white setting reinforces ideas of purity and cleanliness, while the blue heart-shaped graphic frame connects the tender scene to Cussons Baby’s familiar visual identity.

The refreshed presentation spans Cussons Baby’s wider care portfolio, including baby wipes, lotions, oils, powders, soaps, shampoos and bath products. 

The Mild & Gentle range targets newborns and babies with sensitive skin. It is positioned as an unscented, gentle-care option for parents seeking mild products for delicate skin. 

According to Cussons Baby, the range is specifically designed to be kind to newborns’ sensitive skin.

The Soft & Smooth range focuses on keeping skin soft and hydrated. 

This line is the more fragranced, pink-packaged offering in the portfolio and is positioned for parents who prefer scented baby-care products. This range is formulated to leave sensitive baby skin soft and hydrated.

Beyond toiletries, Cussons Baby also offers baby accessories intended for daily use, as well as baby gift packs with distinctive designs for gifting occasions.

According to a report by Morgan Reed Insights, the East Africa baby care market is valued at about USD 253.3 million in 2026, with forecasts projecting it to reach USD 419.9 million by 2035 at a CAGR of 5.78%. 

Kenya is the largest contributor, led by strong diaper sales and growing demand for baby personal care products.

In a similar move, Ushindi Home Care recently unveiled a vibrant packaging refresh for its flagship Ushindi Multipurpose Cream Bar Soap.

The refreshed design introduces vibrant colours, modern graphics, and prominent branding that highlight the soap’s creamy lather, glycerine-enriched formula for gentle skin care, and enzyme-boosted performance for tough stains, making it ideal for laundry, dishwashing, bathing, and surface cleaning. 

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