Baylis & Harding
From Haute Handwash to Christmas No.1
Overview
Growing the UK’s number one gift brand for 14 years
For more than 14 years, JAA has helped Baylis & Harding grow from personal care favourite to a brand that owns moments throughout the year. From Christmas TV and sponsorships to influencers and new product launches, we find the occasions where the brand can make its biggest impression.
The Real Problem
Staying familiar without becoming predictable
Baylis & Harding already had strong awareness. The challenge was finding new reasons for people to notice and choose it – protecting its position as a Christmas favourite while building relevance beyond the festive season.
The Trait
Play to the brand’s natural strengths
Distinctive products, strong giftability and a natural fit with celebratory moments gave us an advantage. Rather than trying to be everywhere, we focused on occasions where Baylis & Harding had permission to show up bigger and make its personality count.
The Strategy
Own the moments worth owning
We turned Christmas into a long-term brand platform, tapped into cultural occasions and found new audiences for new ranges. For Goodness Sleep, that meant connecting the product to a simple human truth: sleep matters most when you’re struggling to get it.
The Tactics
Right Message. Right Moment
Amanda Holden has fronted Christmas activity since 2023, supported by TV, sponsorships, print and influencer partnerships.
For Goodness Sleep, eight influencers ran across Meta and TikTok for two months — with activity deliberately concentrated between 8pm and 8am, when sleep was most likely to be on people’s minds.
The Results
The numbers behind the success
Goodness Sleep put the new range in front of millions, using creators, context and clever timing to connect the product naturally with the moment it mattered
8.2m
2.5m
2.3m
