Branding: Ministry of Sound to add fragrance range

Ministry of Sound, the entertainment brand spawned by the London nightclub of the same name, has signed a licensing deal with International Flavors and Fragrances to produce a line of fragrances and toiletries.

The products, which are expected to launch next year, will be backed by a campaign on the Ministry of Sound website and across online and social-networking media.

The launch follows a deal to extend its Hed Kandi record label into cosmetics.

This is the third time Ministry of Sound has planned an assault on the beauty sector. Last year, it announced a deal with personal-care company The Core Business to create a male-grooming range under the Ministry of Sound name, but the agreement fell through. A beauty launch in 2005 also failed to materialise.

Ministry of Sound has built a business licensing its name for use on a variety of items from T-shirts to financial products.

Its website sells records from its Ministry of Sound and Hed Kandi labels, as well as clothing, electronic items such as speakers and MP3 players, gym gear, towels and fitness DVDs.

Mark Brewer, who joined Ministry of Sound as head of beauty last October, said the firm had 'every expectation of replicating' the success of other brand extensions with its fragrances.

International Flavors and Fragrances creates perfumes for brands including Givenchy, Emporio Armani, Hugo Boss and Jil Sander.

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