A Right Royal Lather

Imperial Leather is making a gloriously cheeky return to the cultural stage, declaring that you don’t have to live like royalty to enjoy the royal treatment.

Created by 10 Days, the new campaign reframes the brand’s heritage with a playful provocation: the royal treatment should belong to everyone. At its heart sits a spirited parody of pomp and privilege that gives a wink to royal life, bringing it dutifully down to earth.

Fronting the ‘Right Royal Lather’ campaign is Tom Read Wilson, a man of grandiloquence, impeccable manners and unmistakable charm. A national treasure-in-waiting, Tom brings his signature blend of Shakespearean flourish and mischievous wit to a campaign that revels in contrast, where high ceremony meets everyday indulgence.

The hero film captures Tom bedecked in a white robe and surrounded by trumpeters, footmen and ceremony, as he prepares for a shower fit for a “majesties, monarchs and mere mortals alike.” Delivered in elevated language, he extols the virtues of Imperial Leather – then comes the twist. A moment of delightful deflation, where grandeur slips into a more familiar, colloquial tone, puncturing the pomp and revealing the campaign’s central truth: luxury doesn’t need the absurdity of royal life to feel special.

“Imperial Leather has always been famous, but it’s time to make it meaningful again. This campaign puts it right at the centre of modern culture, flipping the idea of entitlement on its head with a playful jab,” comments Joylon White, Co-Founder and CCO of 10 Days. “Tom is impeccably cast, walking the line between eloquence and everydayness in a way that makes the whole thing land effortlessly.”

Beyond the hero film, the campaign extends into a series of etiquette-inspired social films, alongside integrations into Tom’s much-loved “Word of the Day” series and a PR moment designed to spark conversation and cultural buzz.

”At the heart of the campaign is the strategic idea of making the royal treatment accessible to all, while celebrating Imperial Leather’s heritage in a modern and relevant way,” comments James Witter, Head of Content at PZ Cussons. “Working with 10 Days, we’ve brought that idea to life – with a playful nod to our heritage that brings Imperial Leather back into the cultural conversation. Tom Read Wilson strikes that balance perfectly, delivering charm, mischief and just the right touch of grandeur. Imperial Leather is ready to get the nation into a Right Royal Lather.”