Inter City Group hires Instinct PR for Lipsy beauty range

Fashion retailer Inter City Group has hired Instinct PR to handle its Lipsy beauty range.

British fashion: Instinct PR to handle the Lipsy beauty range
British fashion: Instinct PR to handle the Lipsy beauty range
The group previously used Boudoir PR for its fashion and beauty offerings but has moved the latter to Instinct.

One of Instinct’s first tasks is to work on the launch of Lipsy’s second fragrance Lipsy London Love. The scent launches exclusively at Lipsy and at the end of August and retailers including Boots, and specialist high street fragrance stores from September.

Instinct will handle the launch of the perfume and aim to generate media coverage around the Christmas period through creating celebrity associations and tailored events.

Instinct PR founder and director Jonathan Kirkby will lead the account and report to Inter City Group brand manager Yvonne Fearns.

Kirkby said: ‘We will create a campaign that will generate high retail sales around the all-important Christmas period.’

Lipsy is a British women’s fashion brand that also operates retail stores. It was founded in London in 1990 and acquitted by Next in 2008. It employs more than 450 people and operates 22 retail stores across the UK and Ireland.

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