MADONNA'S MATERIAL GIRL BRAND LAUNCHES BODY MIST RANGE
LONDON, Mar. 27, 2018 - Iconix Europe, LLC today unveiled Material Girl’s first Body Mist range developed for the European market. Material Girl was launched in 2010 by MG Icon, the joint venture between Guy Oseary, Madonna and Iconix Brand Group, Inc and has seen the likes of Lourdes Leon, Georgia May Jagger, Rita Ora, Pia Mia and Sofia Richie front campaigns for the brand.
Initially launching exclusively to Boots and Superdrug customers in the UK and Ireland, the nine fragrances reflect the attitude of the original Material Girl – bold, fun, feminine and fiercely independent. The Instagram-friendly body mists are infused with delicious and exotic notes in attention-grabbing bottles with statement names.
The trend for perfume products which are lighter in strength, generally less expensive and more diverse in use has seen the body mist sub-category outperform the general fragrance category in recent years and is forecast to grow at an annual rate of nearly 8% through 2020*.
To develop the Material Girl range, Iconix Europe, LLC partnered with UK-based Corsair Toiletries Ltd. who are specialists in the toiletries field. The multiyear licensing agreement covering Europe will see the Material Girl brand expand further into the health and beauty category targeted to young women.
Daisy Laramy-Binks, Vice President Brand Operations, Iconix Europe commented:
“We have seen rapidly increasing consumer interest in our brands targeting the millennial audience. These consumers know what they want, have an appetite for new products and are open-minded to trying new brand offerings. Corsair is an expert in the health and beauty sector and they are the perfect partner for us to develop the Material Girl offering within the fast-paced health and beauty sector”.
The Material Girl Body Mist collection is available from 27 March at select Boots and Superdrug stores with promotional displays in-store at Superdrug throughout summer.
For further information on the full collection, press release and hi-res images please contact:
Daisy Hollingdale, Brand Manager, Material Girl
Emma James, Brand & Marketing Corordinator,