Club brand Ministry of Sound is launching a range of fragrance and toiletry products to tap into target a “stylish” young dance music-loving audience. The range will hit the UK market in early 2008.
The music and lifestyle brand has signed a deal with International Flavors and Fragrances (IFF) to produce the scent and says it will complement its other products, which include electronics, fashion and accessories.
The launch will be supported by a marketing campaign covering online social networks, experiential marketing, its website and music releases.
Earlier in the year the company teamed up with Talk to Frank the government-run drugs advice and information service to launch a podcast for teenagers.
Ministry of Sound has a global turnover of nearly £100m and its businesses include clubs, events and licensing radio stations. It claims to be the world’s largest record label selling 40 million albums to date.