Quince Helps Surcare Reframe Laundry as Everyday Skin Care Through New Partnership with Katie Piper

At Quince, we enjoy working with brands that challenge category conventions to create meaningful conversations with consumers. That's exactly what we've helped Surcare achieve through its ambitious brand relaunch and new skin-first positioning.

As part of Surcare's evolution from a laundry brand for sensitive skin to a champion of everyday skin care, we have appointed Katie Piper OBE as Surcare's Brand and Lifestyle Consultant.

For decades, laundry care has been marketed around cleaning performance, fragrance and freshness. Yet for millions of consumers with sensitive skin, what touches their skin every day matters just as much as the products they apply directly to it.

Surcare's new positioning, "Love your laundry. Love your skin," seeks to change the conversation by encouraging consumers to think differently about laundry's role in their wider wellbeing and personal care routines.

To help bring this vision to life, Surcare wanted a partner who could genuinely contribute to the brand's future direction, rather than simply endorse it. Katie Piper's personal experience, advocacy work and trusted voice in the sensitive skin space made her the ideal fit.

Working closely with the Surcare team, Quince helped develop and launch a partnership model that goes beyond the traditional ambassador approach.Katie joins the business as Brand and Lifestyle Consultant, providing valuable insight into consumer needs and helping shape messaging, engagement strategies and future innovation.

To maximise awareness of Surcare's repositioning and Katie's appointment, Quince has developed a fully integrated communications programme designed to build long-term momentum behind the brand's skin-first message.

The campaign includes:

• National TV and radio opportunities featuring Katie Piper

• Ongoing consumer and trade PR activity

• A monthly editorial column in Good Homes Magazine

• Targeted social media content and advertising

• Live consumer engagement at the Ideal Home Show

We're excited to continue supporting Surcare as the campaign develops and look forward to seeing the impact of this innovative, consumer-led approach to brand building.

For Quince, it's another example of how strategic partnerships, integrated communications and authentic storytelling can help brands create meaningful differentiation and drive lasting engagement.