In a rapidly evolving retail landscape, PZ Cussons, the iconic 142-year-old consumer goods company behind brands like Imperial Leather and Sanctuary Spa, is intensifying its efforts to engage shoppers through platforms like TikTok Shop. With rising inflation and changing consumer behaviours, Chief Executive Jonathan Myers emphasises the need for relentless competition to secure every sale.
Adapting to a New Retail Environment
As the market dynamics shift, reaching consumers on social media platforms has become as crucial as traditional retail giants like Tesco. Myers indicated that the company is not merely a participant but a contender in the digital space. “We have to battle every day to win every purchase,” he stated, underscoring the pressure the business faces in an increasingly competitive environment.
PZ Cussons has been proactive in innovating and expanding its brand presence. The firm’s strategy includes enhancing its online visibility and leveraging the burgeoning e-commerce landscape, primarily through platforms that resonate with younger audiences. Myers remarked, “If you look at how most new brands are emerging, they’re leveraging social media, which seamlessly integrates into e-commerce platforms like TikTok Shop.”
The Rise of TikTok Shop
TikTok Shop, the e-commerce extension of the social media giant, has witnessed explosive growth, positioning itself as the fourth-largest beauty retailer in the UK, according to NielsenIQ. Beauty sales on the platform surged by a staggering 60% year-on-year in 2025, largely driven by popular trends such as Korean skincare.
Major retailers, including Marks & Spencer and Sainsbury’s, have already begun to tap into this vibrant marketplace, joining a host of smaller brands in showcasing their products. PZ Cussons is keen to ensure its brands are part of this digital revolution, seeking to capture a significant share of the online shopping pie.
Global Insights: Learning from Indonesia
PZ Cussons is not limiting its focus to the UK market. The company has been experimenting with innovative sales tactics in Indonesia, where it operates a TikTok Shop. Myers shared insights about their unique approach, stating, “We run three shifts of live-streamers who are driving demand for our brands, fulfilled through marketplaces like TikTok Shop and delivered via moped.”
This strategy has yielded remarkable results, with TikTok sales in Indonesia skyrocketing by over 600%. The success in this market exemplifies the potential of quick commerce and the need for brands to adapt swiftly to consumer demands.
Staying Agile in a Competitive Landscape
As the retail environment becomes increasingly saturated, Myers cautions against complacency. “Competition is good because it keeps us on our toes,” he remarked, highlighting the importance of continuous adaptation and innovation in the face of evolving consumer preferences.
PZ Cussons is committed to maintaining its edge, focusing on enhancing its digital footprint while ensuring that its traditional retail channels remain strong. The company’s ability to pivot and embrace new trends will be critical as it strives to retain its market position in an era where agility is paramount.
Why it Matters
The shift in consumer behaviour towards social media-driven shopping signifies a transformative moment in retail. For established companies like PZ Cussons, adapting to these trends is not just an option; it’s a necessity. By embracing platforms like TikTok Shop, the company is positioning itself to thrive amidst fierce competition and changing market dynamics. As e-commerce continues to evolve, the strategies implemented today could define the landscape of tomorrow’s consumer goods industry.
