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Madonna’s Material Girl brand grows in Europe

Iconix Europe teams with Corsair for launch of new body mist collection.

Iconix Europe has unveiled the first body mist range for Madonna’s Material Girl brand developed for the European market.

The company has teamed with Corsair on the new range, with the multi-year licensing deal covering Europe and seeing the Material Girl brand expanding further into the young woman’s health and beauty category.

Initially launching exclusively to Boots and Superdrug customers in the UK and Ireland, the nine fragrances reflect the attitude of the original Material Girl – bold, fun, feminine and fiercely independent.

Promotional displays will also be running in-store at Superdrug throughout the summer.

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.

Daisy Laramy-Binks, vice president brand operations at Iconix Europe, commented: “We have seen rapidly increasing consumer interest in our brands targeting the millennial audience. These consumers know what they want, have an appetite for 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 health and beauty sector.”

Material Girl was launched in 2010 by MG Icon, the joint venture between Guy Oseary, Madonna and Iconix Brand Group. It has seen the likes of Lourdes Leon, Georgia May Jagger, Rita Ora, Pia Mia and Sofia Richie front campaigns for the brand.

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