VIE at Home launches new beauty range with Citypress help

Citypress has been brought on board by VIE at Home to help launch its first ever celebrity endorsed line of beauty products.

VIE at Home has teamed up with Arlene Phillips to launch the new range Dancing With Colours.

Manchester-based Citypress will handle all corporate PR for the new range, while Kilpatrick will boost the product PR.

The UK's largest cosmetics Party Plan Company is working with the former Strictly Come Dancing judge to produce a line of colour cosmetics, which if successful, will expand into other cosmetics

VIE at home says the aim of the partnership is to increase the appeal of their cosmetics and skin care products to a new customer base.

Ros Simmons, CEO of VIE at home said: "This is the first time we've used celebrity endorsement and we're really excited about working with Arlene."

"Arlene brings vitality and endorsement to our brand and is the perfect ambassador for the direction in which we see VIE at home going.

"We have a wide customer base at the moment, which has been younger on our Ecommerce site than our parties and we want to expand our reach to a more diverse audience. In this case targeting the more mature market, and Arlene's strong resonance with women is perfect to help us achieve this objective."

Launching in September 2010 an advertising campaign created by Section D, with media through John Ayling Associates, will include press and radio advertising, as well as VIE at home social media channels, including Facebook and Twitter.

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