Ultimo to enter FMCG arena with beauty line

Ultimo: launching FMCG beauty range
Ultimo: launching FMCG beauty range

Lingerie brand Ultimo is making its first foray into FMCG products with the launch of a branded beauty range.

MJM International, which owns the brand, is developing beauty products that include face cream and fake tan. The range is set to arrive in stores around March next year.

The beauty products will be Ultimo-branded, using the 'U' from its logo as the basis for the visual identity. The range is believed to be called 'All about U'. Ultimo will initially launch four products, before expanding the range during the year.

MJM plans to roll out its first above-the-line advertising push to promote the range, having previously invested more heavily in PR to market the Ultimo brand.

It also intends to continue to move away from celebrity-led marketing for the beauty products, having previously enlisted an array of well-known names, including Kelly Brook and Rachel Hunter, to front its lingerie campaigns. Model Luisana Lopilato, wife of singer Michael Buble, was recently signed up to promote the brand.

This will continue a shift that began last June, when Ultimo selected 14 'real' woman to promote its evening-gown range, Ultimo Couture, as part of a Facebook campaign.

Advertising for the beauty range will be product-based, and the company wants to enlist a creative agency to work with it on the launch.

MJM is also in talks with retailers about stocking the products, but is yet to confirm details of any agreements.

Ultimo has struck partnership deals with clothing retailers to stock exclusive ranges in the past, including Michelle for George at Asda, Diamond Boutique for Tesco and Adore Moi by Ultimo for Debenhams.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage