Ministry of Sound in grooming line

Marketing 05-Jul-06

Ministry of Sound has tied up with personal care company The Core Business to create a range of branded grooming products for men and women.

The men's line, which will include hair, skin, sun and shaving products,
will be marketed under the Ministry of Sound name, while the women's
range, which is expected to also include colour cosmetics, will be sold

under the clubbing brand's Hed Kandi label.

The products will roll out from April 2007 and are likely to be
supported through Ministry of Sound and Hed Kandi club events and music
compilations.

The male range will also be promoted through Ministry of Sound's
existing marketing relationships with mobile partners.

Ministry of Sound acquired the Hed Kandi record label and club brand
from Guardian Media Group earlier this year, along with the Enterprise
Records division of Smooth FM, formerly Jazz FM (Marketing, 1 February).