Wax Lyrical has been commended by the government on its agility during the Covid-19 crisis, with the brand receiving national recognition for its response to the Coronavirus pandemic.
The company was listed among 80 UK businesses in the government’s international marketing campaign, ‘GREAT Inspirations’, delivered by the GREAT Britain campaign.
In addition, following the brand’s recent success, Wax Lyrical’s parent company Portmeirion Group is investing approximately £1m in the development of a personal care plantannexed to its existing site in Cumbria, which is due to be completed by early 2021. The investment and extended facilities at the Cumbria factory will be used to support growth of personal care manufacturing operations.
“While this wasn’t how we expected to mark out 40 years in business it has been monumental nonetheless,” commented Wax Lyrical’s ceo Jacqui Gale. “There’s been a great sense of pride from the whole team to be able to support the country at this time. The extension to our site in Cumbria reflects the ambition for the brand which is exporting British made home fragrances globally, with new territories in the pipeline for 2021.”
Wax Lyrical, based in Cumbria, transformed its home fragrance business in March thisyear to manufacture hand and surface sanitiser. Within 10 days from planning to production, the company made its first delivery to the NHS, providing much needed products to local hospitals, care homes and pharmacies.
In Spring 2021, Wax Lyrical will be entering the personal care sector and will be launching hand wash and lotion, and body wash and lotion. This new product range is a natural evolution for the team of fragrance experts who have been monitoring the personal care sector for some time, with the intention of launching the company’s own range.
In addition to the news of the personal care collections which are set to feature alongside the company’s candles, reed diffusers and other home fragrances, the brand has also committed to continuing to produce its 70% alcohol hand sanitiser and 65% alcohol surface spray, and is predicting continued demand for the product.
The Wax Lyrical factory has been working relentlessly to meet the demand for sanitiser, with more than 1m units delivered to trusts, health authorities and retail in the three months of production.
Top: The Wax Lyrical site in Cumbria will be expanding to include a personal care plant.
