MTV forays into personal care ,partners Global Fragrances

Mumbai: After foraying into innerwear, lingerie, footwear, adventure bikes, eye-wear and other consumer products categories, MTV today announced its plans to foray into another significant youth category – personal care. MTV has entered into a licensing agreement with Global Fragrance, India’s leading aerosol, perfumes & cosmetic manufacturer, to launch MTV range of body sprays (deodorants) & eau de toilettes (EDTs) for men and women.

Announcing the tie-up Sandeep Dahiya, Senior Vice President, Consumer Products & Communications – Viacom18, said, “We’re excited to tie-up with Global Fragrances, to enter yet another significant youth category – deodorants & EDTs. The launch of MTV range of DEOs and EDTs is in line with our plans to expand the MTV franchise across key youth categories.”

The MTV range comprising 4 fragrances each for men and women will be launched in August 2012 and will be available in over 1,00,000 retail outlets – conventional as well as modern trade. Priced competitively, the range will include deodorants, EDTs and gift-packs (comprising both).

Speaking on the tie-up, Somesh Choudhary, Managing Director – Global Fragrances, commented, “MTV is a cult brand that resonates strongly with the youth. Given our manufacturing & distribution capabilities, and MTV’s creative strength, we’re confident of this range doing exceptionally well.”

MTV Consumer Products today extends into more than 15 categories with Innerwear, Adventure Bikes, Footwear, Lingerie, Eye-wear, Bags, Stationery & Paper, Debit cards and Mobile Phones being some of them. Its key licensees include Bwitch, Citibank, Crusoe, Firefox, Aureole-Inspecs, BILT, Lava, PLG, J K Ansell and Mochi amongst others.

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