MTV signs L&M deal with Global Fragrances to launch Deos and EDTs

MUMBAI: MTV India, the youth brand from the Viacom18 stable, has entered into a licensing agreement with aerosol, perfumes and cosmetic manufacturer Global Fragrance, to launch MTV range of body sprays (deodorants) and eau de toilettes (EDTs) for men and women.

The deal marks MTV‘s foray into another significant youth category - personal care.

Slated to be launched in August 2012, the MTV range will consist of four fragrances each for men and women. The collection will be available in over 100,000 retail outlets - conventional as well as modern trade, the company said.

Viacom18 consumer products and communications senior vice president Sandeep Dahiya said, "We‘re excited to tie-up with Global Fragrances, to enter yet another significant youth category - deodorants and EDTs. The launch of MTV range of DEOs and EDTs is in line with our plans to expand the MTV franchise across key youth categories."

Global Fragrances managing director Somesh Choudhary added, "MTV is a cult brand that resonates strongly with the youth. Given our manufacturing and distribution capabilities, and MTV‘s creative strength, we‘re confident of this range doing exceptionally well."

MTV recently announced its licensing tie-up with mens innerwear brand Crusoe for a range of co-branded innerwear. Apart from this, MTV consumer products today extends to more than 15 categories with innerwear, adventure bikes, footwear, lingerie, eye-wear, bags, stationery and paper, debit cards and mobile phones having collaborations with brands like Bwitch, Citibank, Firefox, Aureole-Inspecs, BILT, Lava, PLG, J K Ansell and Mochi.

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