Industry News

Cotton Egypt Association Unveils New “Be Human” Brand for Egyptian Cotton

Cotton Egypt Association (CEA) has unveiled a new brand identity and digital platform to re-enforce Egyptian Cotton™ as the finest cotton in the world.
The fresh, modern look, revealed during Heimtextil in Frankfurt, Jan. 9 to 12, 2018, is designed to convey the superior quality and natural beauty of Egyptian Cotton™ while engaging consumers, retailers and manufacturers with its heritage and values.
Developed with UK-based brand specialists Salesworxs, the new platform places the consumer at the center of the Egyptian Cotton™ experience, with a strong emphasis on how the luxury hand-picked fabric feels against the skin.
Khaled Schuman, executive director of CEA, says, “We believe that everybody should experience the luxuriously soft touch of Egyptian Cotton™. We want people of all ages, worldwide, to seek out its strength, softness and durability. It’s all about the personal human touch.
“Our sales and marketing partner, Salesworxs, created a powerful brand identity which reflects the brand’s heritage, whilst educating our audience as to our core values.”
The rebrand is designed to increase consumer demand and retailer confidence and will support the CEA’s drive to rid the supply chain of falsely labelled Egyptian Cotton™ goods.