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.