Arlene Phillips to endorse VIE at home cosmetics line

Published: 29-Jun-2010
Colour Cosmetics

First celebrity line will appeal to more mature consumers, says VIE at home


VIE at home is collaborating with renowned choreographer Arlene Phillips, a former judge on BBC hit show Strictly Come Dancing, for the launch of its first celebrity endorsed line of beauty products.

The company, which sells products via online site vieathome.com and through its Party Plan business, believes its Dancing With Colour range will appeal to its older consumers. “We have a wide customer base at the moment, which has been younger on our ecommerce site than our parties and we want to expand our reach to a more diverse audience. In this case targeting the more mature market, and Arlene’s strong resonance with women is perfect to help us achieve this objective,” comments VIE at home ceo Ros Simmons.

The collection will launch in October 2010.
See more

You may also like

You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

Career advice: How I became Brand General Manager at NARS UK

Read more
In partnership with CEW UK, Rachel Leon-Wardrop reveals how she became Brand General Manager at the Shiseido-owned make-up giant, and the skills and knowledge needed to manage the role successfully

Trending Articles

  1. Glossier names Colin Walsh CEO as it aims to become ‘a true legacy brand’ Walsh, who has previously helmed the beauty divisions of Ouai and Procter & Gamble, will join the beauty company in October
  2. The best in British beauty: who made the cut Rare Beauty, Maison Francis Kurkdijan and Dr Sam's are just some of the exciting brands among the Pure Beauty Awards finalists this year
  3. You need to be a subscriber to read this article.
    Click here to find out more.
    Colour and packaging trends set to dominate beauty in 2026 Soft pink and matcha green colours, and more cinematic beauty campaigns, will dominate next year, alongside marketing that plays into ‘whimsy’ and ‘food indulgence’
  4. You need to be a subscriber to read this article.
    Click here to find out more.
    Doughnut-style applicators are the new lip balm trend Beauty’s doughnut craze continues, this time with packaging, as plush and squishy ‘doughnut’ applicator tips drive excitement in lip balms and glosses
  5. You need to be a subscriber to read this article.
    Click here to find out more.
    L’Oréal Paris dethrones Charlotte Tilbury as UK’s top beauty brand on social media The French beauty heavyweight’s social media success was driven by an estimated 14,523 TikToks videos mentioning the brand, which showcases its status as a ‘legacy brand’

Upcoming event

13th Annual Beauty Trends & Innovations Conference

24 September 2025 | London, UK See all

You may also like

You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

Career advice: How I became Brand General Manager at NARS UK

In partnership with CEW UK, Rachel Leon-Wardrop reveals how she became Brand General Manager at the Shiseido-owned make-up giant, and the skills and knowledge needed to manage the role successfully
Colour Cosmetics

Map out your lashes with MODELROCK!

MODELROCK LASHPLAY! Ready-to-wear pre-glued mapping cluster sets
Ingredients

The best in British beauty: who made the cut

Rare Beauty, Maison Francis Kurkdijan and Dr Sam's are just some of the exciting brands among the Pure Beauty Awards finalists this year
Colour Cosmetics

Glossier names Colin Walsh CEO as it aims to become ‘a true legacy brand’

Walsh, who has previously helmed the beauty divisions of Ouai and Procter & Gamble, will join the beauty company in October
You need to be a subscriber to read this article.
Click here to find out more.
Body Care

Cosmetics Business picks: 9 beauty launches you need to know

From gut-supporting patches from Kind to colour cosmetics from Rodial and UKLash, discover this week’s biggest new beauty launches
You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

Cosmetics Business picks: 2025’s best beauty advent calendars

As beauty advent calendars continue to grow into a category of their own and brands compete for consumers attention and cash, Cosmetics Business rounds-up the best beauty advent offerings to have launched this year
You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

Exclusive: Clarins celebrates 10 years of ‘iconic’ Lip Comfort Oil with new pop-up

The French brand is marking its bestselling product’s anniversary with a beauty bakery-themed pop-up, stating that lips is now one of its ‘fastest-growing categories’
Subscribe now