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Yardley

Yardley cosmetics From grannies to handcuffs How does a once supremely successful brand descend into failure? The answer, in the case of Yardley cosmetics, is by failing to move with the times. Yardley was founded in London in 1770 by William Yardley, a purveyor of swords, spurs and buckles for the aristocracy. He took over a lavender soap business from his son-in-law William Cleaver who had gambled away his inheritance. Throughout the next 200 years the brand grew from strength to strength with its portfolio of flower-scented soaps, talcum powders and traditional perfumes. Yardley’s brand identity was quintessentially English, and it supplied soaps and perfumes to the Queen and the Queen Mother. However, during the 1960s Yardley was seen as a cool brand associated with swinging London. ‘The English Rose image was a digression,’ said Yardley’s former chief executive Richard Finn. ‘In the 1960s, Yardley was associated with Twiggy, Carnaby Street and mini skirts, not......


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Approximate Word Count: 370
Approximate Pages: 2 (250 words per double-spaced page)

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