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Brief Published: 4 Dec 2015

New Hello Kitty Beauty Line Set for 2016

Jigsaw International licenses Sanrio's Hello Kitty brand for beauty collection

UK-based premium FMCG distributor Jigsaw International Limited has inked a licensing deal with Japanese lifestyle giant Sanrio to launch a new Hello Kitty beauty collection in spring 2016.

It will be the brand’s largest beauty collection yet, starting with bath and body products, and tapping multiple demographics from teens to adults. An internationally recognised brand with broad demographic appeal, fans of the cute cartoon cat are attracted to limited-edition products, often purchasing duplicates – using one and keeping the other for their collections.

“This range will be distinguished by beautiful bottles, making them not only a must-have for now, but a keepsake for the future,” said Alastair McHarrie, head of UK licensing at Sanrio. “Thanks to our dynamic partnership with Jigsaw International, we have developed a collection that spans from skin-kind baby products right through to fashion-led teen and adult lines.” 

In order to reach a global audience, the travel retail industry will be a strong focus. The collection will also be rolled out in grocery and fashion stores as well as department stores and online retailers.

A raft of marketing initiatives will accompany the launch. Jigsaw International is looking to work with partners on new concepts like Hello Kitty’s #OneKindThing social media campaign, which encourages daily acts of kindness to be tweeted and shared on a free app.

For more on fashion and beauty brand licensing, see CoverGirl x Star Wars Make-Up LineHello Kitty x Yohji Yamamoto and Cosmopolitan Launches Perfume.