10 May 2012

Ultimo unveils expansion into beauty

After three years of research and over £1million spent on development, Michelle Mone OBE, owner of lingerie brand Ultimo, has announced the launch of Ultimo Beauty, her first foray into the beauty world. UTan is the first range from Ultimo Beauty, a collection of self-tan products which launched this week in Selfridges, Harrods, Harvey Nichols, Debenhams, House of Fraser, Boots, John Lewis and online.

As Michelle Mone OBE explains, “I have worked on many photo shoots too over the years with women like Kelly Brook, Luisana Lopilato and Mel B, and the most common complaints include the overpowering fake tan odour, streaking and unnatural colour. Over the past three years, I have worked to resolve all these issues and have developed a product that not only tans, but also takes the process a stage further by re-sculpting and re-shaping the body contours, making skin smoother and firmer. Women will not only look amazing, they will feel fantastic too.”

The UTan collection contains seven key products in different shades and applications including lotion, mousse and instant tan. UTan‘s body sculpting technology assists in reshaping and re-sculpting the body, while the exclusive Ultimo Tanning Complex eliminates streaking and produces natural-looking results. The quick and simple application process requires no rubbing in and the formula is completely DHA odour free. The new collection is available nationwide at the retailers listed above, or online at the brand's website. Prices range from £15.00 to £28.50.

Instinct PR has been appointed to handle the PR for Ultimo Beauty. After a year in business, the agency has recently launched a new beauty division and Ultimo Beauty is the first of the company's beauty clients to be announced.

Click on the pink links below for full details in DIARY directory:
Ultimo Beauty in 'beauty, fragrance, grooming & health'

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