The Only Way is Essex beauty range goes to retail - Licensing.biz

The Only Way is Essex beauty range goes to retail

CPLG celebrates with stars from the show at a swanky Soho launch party.
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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 Licensing.biz 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

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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."

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