In an era where social media is redefining retail landscapes, PZ Cussons, the venerable consumer goods company established in 1884, is intensifying its efforts to engage shoppers through platforms like TikTok Shop. As inflationary pressures continue to squeeze household budgets in the UK, the firm’s Chief Executive, Jonathan Myers, has articulated the need for a relentless strategy to secure every sale amidst fierce competition from agile, social media-savvy brands.
The Shift to Social Media Commerce
PZ Cussons, renowned for its iconic brands such as Imperial Leather and Sanctuary Spa, has acknowledged the growing significance of e-commerce platforms. Myers emphasises that connecting with consumers through social media is now as critical as traditional retail partnerships with giants like Tesco.
“There’s hardly a store in the country that sells a washing and bathing product that doesn’t sell a PZ Cussons product,” he remarked, underscoring the brand’s omnipresence in brick-and-mortar locations. However, he recognises that the landscape has dramatically changed, with insurgent brands leveraging platforms like TikTok to enhance their market presence.
Myers stated, “If you look at the way that most of the insurgent brands are arriving, it’s through social media, and that blurs into e-commerce platforms, for example TikTok Shop.” This insight reflects the urgency with which established firms must adapt to the evolving consumer landscape.
TikTok’s Expanding Influence
TikTok Shop has rapidly ascended to become the fourth-largest beauty retailer in the UK, as reported by NielsenIQ. The platform has witnessed a remarkable 60% year-on-year growth in beauty sales during 2025, fuelled by trends such as Korean skincare. This surge signifies a pivotal shift in how consumers discover and shop for beauty products, showcasing the platform’s potential as a formidable player in the retail sector.
PZ Cussons has been investing heavily in innovation and brand development to keep pace with this transformation. Myers highlighted the company’s proactive measures, including testing new sales strategies in Indonesia. There, live-streaming sales from their factories have proven effective, with TikTok sales in the region skyrocketing by over 600%.
Embracing Quick Commerce
Looking ahead, Myers sees a burgeoning trend in “quick commerce,” particularly in urban UK areas. This trend is characterised by the seamless integration of social media and shopping experiences, where consumers expect fast delivery of products showcased online. “We run three shifts of live-streamers who are driving demand for our brands that is then fulfilled through marketplaces like TikTok Shop, and delivered on the back of a moped,” he explained, illustrating a novel approach to consumer engagement.
Despite the promising prospects, Myers remains cautious. He asserts that complacency is not an option in a dynamic market where competition fosters innovation. “Competition is good because it keeps us on our toes,” he stated, reflecting an awareness of the urgency to adapt and evolve.
Why it Matters
PZ Cussons’ pivot towards TikTok Shop and other social media platforms highlights a significant trend shaping the future of retail. As traditional shopping paradigms shift, brands must engage with consumers where they are most active. This evolution is not merely a response to changing consumer habits but a necessary strategy for survival in a market increasingly dominated by nimble competitors. The firm’s recognition of the need for innovation in sales tactics underscores the critical intersection of technology and consumer engagement, signalling a transformative period for established brands in the consumer goods sector.
