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MTV launches cosmetic range ‘Muah’

MUMBAI: Building the image of the channel outside of television with consumer products, youth entertainment and music channel MTV India has associated with cosmetic brand Blue Heaven to launch a range of cosmetics called ‘MTV Muah’.

Entering into this category for the first time, the new range of colour cosmetics are aimed towards the youth and feature bright and funky products for girls in the age group of 16-30 years, experimenting with different looks and colours.

Viacom18 consumer products head Saugato Bhowmik said, “India is a burgeoning market for beauty and cosmetic products. With the launch of MTV Muah, we attempt to explore yet another category which is in a high emotional involvement zone. As new trends in cosmetics make waves each season, the youth like to experiment and have fun. Also the affordable pricing makes it a great buy.”

The range includes products like eyeliners, mascaras, kajal pencils, foundations and a variety of lip colours. The cosmetics come in three different kits – Dazzle, Punk and Pop – to create different looks priced at Rs 1929. The individual cosmetic products range between Rs 79 and Rs 149.

Elaborating on the products, the water proof and smudge proof Eye Liner comes with a nylon brush for fine line drawing and instant matte finish, the Mascara allows easy application with curl retention, the Kajal is lead-free, smudge proof and retractable with the help of a sharpener, the Foundation comes with a waterproof and oil-free matte finish, the Lip Colour is long lasting and the Sunscreen protects lips from dryness. MTV Muah also offers a wide range of Nail Paints, from matte and glitters to neons and metal.

The launch will be supported by a 360 degree marketing campaign across print and online platforms.

MTV consumer products portfolio extends into over 15 categories with presence in Innerwear, Adventure Bikes, Lingerie, Eye-wear, Bags, Stationery, Deodorants & EDTs, Mobile Phones, Tablets and more. MTV’s key licensees include Crusoe, Firefox, Aureole-Inspecs, BILT, J K Ansell and Swipe Telecom.

MTV recently entered into a licensing agreement with technology product maker Soundlogic to launch a co-branded gadget range targeted at youth called MTV Fashiontronix by Soundlogic. The products comprise Earphones, Headphones and Bluetooth enabled speakers priced between Rs 899 and Rs 3999.