Ministry of Sound extends into branded toiletries

Ministry of Sound is considering entering the toiletries market with a range of products for men and women.

The nightclub operator is in talks with a number of manufacturers about developing the range and plans to launch the products by the end of the year.

Lucy Salisbury, head of brand licensing for Ministry of Sound, said the products would target clubbers and gym-goers.

The exact product range has yet to be decided, but Salisbury said it would involve haircare and bodycare and may include make-up and fragrances.

The move is the latest in a series of brand extensions from the company.

At the end of last year, it launched fitness DVD Pump It Up, which has already sold more than 150,000 copies, and this week it will hold its first Pump It Up fitness session at a London gym, with the aim of licensing it to a national gym chain.

Ministry of Sound normally handles its marketing in-house, but Salisbury said it would consider using outside agencies to run a campaign beyond its usual online and clubbing channels for the toiletries range.

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