Men’s Health new toiletry gift sets lead into Christmas
In a deal brokered by licensing agency Golden Goose, two major retailers have committed to ranging the new toiletry gifting developed by the most recent licensee to join the Men’s Health licensing programme, Thumbs Up UK. The new range consists of body washes, deodorants and shower gels enhanced with accompanying gifting products such as a sports bottle, sports earphones, and sports armband, providing a gifting opportunity for the growing number of regularly exercising consumers. The ranges will go on shelves in Superdrug from August and Primark from October this year.
The new range isn’t the only positive news to come from the Hearst owned title: Men’s Health UK page views rose by 84% (year-on-year) to 11.5M during the month of May alone, with more than 4.8M unique users looking for online fitness and nutritional advice. Not surprisingly, this increased traffic also led to a sales spike for the well-established Men’s Health home fitness range at Argos.
“Given the authority of Men’s Health across all aspects of personal grooming, the value proposition for these fine products stands alone amongst our avid audience and loyal brand-enthusiasts,” said Steve Ross, Global Chief Licensing Officer and Head of Brand Development for Hearst Magazines. He added: “We’re pleased to partner with a terrific company like Thumb’s Up on this new holiday gifting initiative.“
Charlie Rudge from Thumbs Up said “Despite, or perhaps because of, the lockdown, retail interest in this fitness inspired range of toiletries has been very strong and we look forward to launching it for this Christmas”
Antonia Habdank-Toczyska from Golden Goose said “We have represented Men’s Health for over 7 years now and continue to find opportunities for this versatile and highly relevant brand – perhaps one of the few to see growth during lockdown.”