PROFILE
Material Girl’s first Body Mist range developed for the European market has gained significant popularity since its release in 2018 and the brand is now building on that momentum via the launch of a new fragrance and gift set. The Material Girl brand was first launched in 2010 by MG Icon, a joint venture between Guy Oseary, Madonna and Iconix Brand Group, Inc. and has seen the likes of Georgia May Jagger, Rita Ora, Pia Mia, Sofia Richie, Kelly Osbourne, Zendaya and Serayah McNeill all front campaigns for the brand. Founded in 2010 by Iconix Brand Group, Madonna and her daughter Lourdes ‘Lola’ Leon, Material Girl first launched at the Macy’s flagship store in New York City. Madonna and fashion have been synonymous for decades, always pushing boundaries whether it be music, film, charity, business or reinvention itself. As the original Material Girl, Madonna shattered conventions and norms across so many dimensions that her legacy will live on for years to come. Today, Material Girl is licensed across many global markets and is offered in a wide
TOTAL BRAND LICENSING
number of shop-in-shop and in over 80 stand alone stores across China. The new addition to the Material Girl health and beauty range is the fragrance and gift set released exclusively in partnership with Boots UK. This fragrance has intense floral notes perfect for the trend-setting woman. This new rollout complements the eight original fragrances which were launched exclusively to Boots and Superdrug customers in the UK and Ireland in 2018, reflecting the attitude of the original Material Girl – bold, independent, edgy and fierce. The Instagram-friendly body mists are infused with delicious and exotic notes in attention-grabbing bottles with statement names. The trend for perfume products which are lighter in strength, generally less expensive and more diverse in use has seen the body mist sub-category outperform the general fragrance category in recent years and is forecast to grow at an annual rate of nearly 8% through 2020. To develop the Material Girl range, Iconix Europe LLC partnered with UK-based Corsair Toiletries Ltd., specialists in the toiletries field. The multiyear Pan-European licensing agreement will see the Material Girl brand expand into further health and beauty product categories targeted at young women. Iconix’s Material Girl content marketing
strategy has seen the brand’s online content driven to a wider audience via engaging a range of up and coming trend-forward beauty and fashion influencers such as Misha Grimes, Scarlett London and Alicia Gardner. Their posts and reviews have garnered increased brand exposure as well as shaped the content strategy by highlighting which materials best engage the brand’s followers. Daisy Laramy-Binks, Vice President Brand Operations, Iconix Europe commented. “We have seen rapidly increasing consumer interest in the brands in our portfolio which target the millennial audience. These consumers know what they want, have an appetite for exciting new products and are open-minded to trying new brand offerings. Corsair is an expert in the health and beauty sector and they are the perfect partner for us to develop the Material Girl offering within the fast-paced and competitive health and beauty sector. We have been delighted to see the success that Material Girl has enjoyed since its launch into this market as well as the five star consumer reviews this range has received.” The Material Girl collection is available at select Boots and Superdrug stores. Iconix Europe LLC is currently in discussions to extend the Material Girl brand out to further European licensing partners and product categories. Iconix Europe LLC manages the European licensing and brand management activities of Iconix Brand Group, Inc. across 24 brands including Ocean Pacific, Starter, Ecko Unltd, Danskin, Rocawear, Ed Hardy, Zoo York and Mossimo. PAGE 13