The National Magazine Company’s (NatMags) Cosmopolitan magazine is to license its brand for use on electrical haircare appliances such as hairdriers and rollers.
The Cosmopolitan brand is already used for a bedding and linen collection, jewellery, watches, swimwear, vitamins and also the Cosmo Spirit café chain.
To coincide with the products’ launch, The Licensing Company (TLC) – which has handled Cosmopolitan’s licensing programme for over four years – is planning to launch an awareness-raising campaign for the brand. The campaign, created in-house at TLC, will initially use bus ads, starting this month. Media is through Initiative Media.
A co-ordinated radio campaign will offer listeners the chance to win Cosmopolitan Collection gift packs, worth more than &£70.
The haircare appliances will be promoted heavily by Cosmo Hair magazine and will at first be sold only through catalogue store Argos. There are no plans to extend the brand to other electrical goods, says the company.
TLC international marketing manager Antonia Cuming says: “The retail power of the Cosmopolitan brand gets stronger, as the recent success of the Vitabiotics Cosmopolitan Vitamin range proves.”