Jan 26, 2026
Baylis & Harding: expanding beyond gifting
Founded in 1970, Baylis & Harding has been synonymous with beautifully packaged gift sets but now is making a strategic move into everyday bathroom routines.
Baylis & Harding’s ‘Christmas Starts Here’ campaign featuring Amanda Holden (her third year as brand ambassador) showcased the brand’s 2025 gifting range. Their advent calendars demonstrate the scale of their gifting dominance, featuring 24 iconic bath and body treats across three festive fragrances: Mulberry & Mistletoe, Frosted Cranberry, and Spiced Pear, with versions for women, men, and even a Football range.
Whilst maintaining their strength in gifting, the introduction of their Goodness range signals an expansion beyond seasonal spikes.
The plant-based, vegan and cruelty-free Goodness range signals an expansion beyond seasonal ranges. The wellbeing-focused fragrances are designed to reduce anxiety and revitalise the mind and body – positioned for regular bathroom use, not just gifting occasions.
All businesses face a relentless search for growth. Brands are the same. There are only three ways to grow a brand: more people (penetration), more often (frequency), more spend (per occasion).
Baylis & Harding’s strength in gifting is its core, its heartland, but we suspect they are constantly looking at ways to increase frequency and everyday penetration as their next stage of growth. This is a step to achieving that.
It is beautifully simple. A gentle stretch through innovation rather than a leap into the unknown. The range hits the buttons of the current category needs and is designed to look good in the bathroom. It emphasises core strengths of the brand i.e. it builds on existing equity. We did wonder if the Baylis & Harding branding should be stronger in relation to the Goodness sub-brand. It is the hero and it delivers meaningful equity, but overall, a strong piece of work.
***It is a highly competitive market, so (as always!) the brand will need consistent investment (beyond sales activation) and strong distribution (beyond key seasonal opportunities). ***
Kudos to Baylis & Harding for delivering another great example of how brands constantly innovate and invest to move forward. #whatbrandsdo will watch the results with interest.
