Direct selling cosmetic brand launches TV campaign

Vie at Home, the direct selling cosmetic brand, is launching its first television campaign as part of a strategy to modernise perceptions of the business.

The brand is the UK’s largest party plan business and employs 8,000 consultants to host direct selling events. It intends to recruit an additional 4,000 consultants in the run-up to Christmas.

The campaign is part-recruitment drive and part-brand building exercise as Vie aims to change perceptions and portray the brand and the direct selling industry as “young and upbeat”.

Ros Simmons, chief executive of Vie at Home, says the campaign is about selling the experience and lifestyle of the Vie at Home brand as well as its products.

“We’re trying to change the image of party plan and direct selling, and make it a modern and acceptable way to buy cosmetics and to start selling,” she adds.

Simmons explains that the ad features four real Vie consultants to “convey the energy and sisterhood of being part of a organisation that is predominantly run by women for women”.

The TV campaign is being supported by digital and social media activity through Twitter, Facebook and YouTube, as well as an email marketing campaign inviting 1 million customers to join Vie as consultants.

The TV ad will air from 6 September targeting shows aimed at women. It has been timed to run after the school holidays to appeal to young mothers looking to earn extra money before Christmas.

Latest from Marketing Week


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


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.


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.


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 3703 or email

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