Ministry of Sound branches out with toiletry range

by Joe Lepper, Brand Republic 03-Jun-05

LONDON - Ministry of Sound is to launch its own toiletry range as the club culture and music firm seeks to expand its brand further into youth culture.

Marketing for this latest brand extension is being handled by Iris, whic is now looking at ways to promote the range including body lotion, body spray and hair products, to 16- to 30-year-olds.

The range is set to launch this autumn and will be pitched against established names in the sector including Lynx and Impulse.

Iris director Steve Bell said: "The power of the Ministry of Sound brand coupled with its entrepreneurial spirit makes this the type of creative and strategic challenge we thrive on."

He added that content, package design and marketing would reflect core Ministry of Sound brand values of sex, style and sociability.

Other recent brand extensions for Ministry of Sound have included mobile downloads, MP3 players, in-car sound systems, fitness DVDs and online radio.

Lucy Salisbury, Ministry of Sound's head of brand extension, said: "Our success in areas like fitness and electronics proves that we are recognized as more than a dance music brand."

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