The National Magazine Company (NatMags) is planning to enter the household cleaning market later this year.
The publishing company is to launch a range of household cleaning products and detergents using the Good Housekeeping brand. The name of the manufacturer the publisher has teamed up with to make the Good Housekeeping range is being kept secret until the official launch.
The products will be aimed at the magazine’s core readership – traditionally older women – and will be available from most retailers. Insiders claim the brand will not be positioned to compete with existing mass-market brands.
Good Housekeeping already has its own range of branded baking equipment and recipe books (MW November 15, 2001).
The brand extension of Good Housekeeping will be developed by The Licensing Company (TLC), which also handles NatMags’ Cosmopolitan. The glossy magazine’s name has already been used to brand clothing, linen, watches and eyewear.
The Cosmopolitan brand has also moved into leisure and this summer a Cosmo Spirit café chain will be launched across the UK.
Cosmopolitan magazine is also to license its brand for use on electrical haircare appliances such as hairdryers and rollers (MW February 7, 2001).