…as Oil of Ulay moves into cosmetics with new range

Leading skincare brand Oil of Ulay is moving into the cosmetics market this autumn with a make-up range.

Manufacturer of the product range, Procter & Gamble, is pricing the Oil of Ulay Colour Collection to match mid-market brands such as Boots No7 and Revlon.

The collection, including 38 lipsticks, nail polish, eye and face make-up, which will be priced from 3.99 to 7.99 per item was tested last summer in Plymouth and surrounding areas. The range will be available in 4,000 independent and chain stores across the UK.

The launch will be supported by a 2m TV advertising campaign through Saatchi & Saatchi, which will position the cosmetics range as a major brand with a “modern heritage”.

P&G’s other leading cosmetics ranges are Covergirl and Maxfactor. The group expects the Oil of Ulay Colour Collection to double its share in the cosmetics market.

About 60 per cent of Oil of Ulay’s customer base are ABC1s in the 36-to-50 age range.

The company merged its health and beauty care and cosmetics and fragrance divisions in the UK last year as part of a wide-ranging rationalisation of its global business.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here