The Only Way is Essex beauty range goes to retail -

The Only Way is Essex beauty range goes to retail

CPLG celebrates with stars from the show at a swanky Soho launch party.
Publish date:
Social count:
1_TOWIE Make Up.jpg

Cast-members Kirk Norcross, Sam Faiers and Jessica Wright were on-hand to launch the TOWIE beauty range at the Sanctum Hotel in Soho.

Created by cosmetics firm FB Beauty, the collection is focused on its two fragrances – Be Reem for men and Dazzle for women – which are complemented by a full range of cosmetics. There are over ten items, which will be priced at around £10 to £30 at retail.

The deal was brokered by CPLG, which signed the brand in June.

Licensee Adam Minto, MD at FB Beauty, explained to why he thinks TOWIE appeals to consumers. He said: "It's about regular people who want to look good, who want to look reem and people identify with that.

"You've only got to watch the show once to see that these people spend their time trying to look the best they possibly can - my business is about making products so that people can look the best they possibly can, so it was an obvious choice."

Minto "immersed himself in Essex" to produce a product faithful to the character of the show. There's a bronzer for an 'authentic Essex glow' while the lip gloss and mascara applicators incorporate LED lights for extra glam.

The range is already a sell-out with major retailers like Argos, Superdrug, Asda and Tescos snapping up the bulk of the stock.

Impressed by the high demand, which Minto says is "very rare" in the cosmetics industry, FB Beauty already has plans afoot for spring/summer and beyond.

Minto said: "We expect to do a second fragrance in May and a third fragrance for next Christmas launching in September 2012."

The CPLG team: Looking reem

Image placeholder title

Minto also said that the general consensus from retail is that the property has more long-term potential than other reality shows.

John Taylor (pictured front left), partnerships manager at CPLG, said: "There's a huge excitement gathering around the brand and I think it can only get better. I think it's going to be around for the next couple of years.

He added: "It's something fresh that the industry needs. It’s fun to work on, it’s dealing with real people and it’s aspirational. People can see some of themselves in the characters. The programme is all about looking reem, looking good and I think the range captures that feeling."


Featured Jobs

Historic Royal Places Job Logo 620 x 349

Licensing Manager HRP

Historic Royal Palaces (HRP) is a successful, high performing organisation built on strong foundations. An independent charity, we manage the Tower of London, Hampton Court Palace, the Banqueting House, Kensington Palace, Kew Palace and Hillsborough Castle in Northern Ireland. We help everyone to explore the story of how monarchs and people have shaped society in some of the greatest palaces ever built.

Universal Job Logo 620 x 349

Senior Graphic Designer, EMEA - Consumer Products

Working in tandem with the Product Development team and reporting into the Design Manager EMEA, the purpose of this role is to drive forward our creativity across all licensed consumer products. As part of the creative team, you’ll be developing exceptional creative assets and product concepts for numerous NBCUniversal franchises that inspire licensing partners across the entire region.

Aardman Job Logo 620 x 349

Brand Manager (Maternity Cover)

Part of the brand team, The Brand Manager works closely with several members of the department, including Studio Publicist, Community Managers, Licensing, Sales and Attractions and Live Experiences teams to implement local and international strategies in the form of brand plans and maximising on all activity surrounding the properties.