The Only Scent is Essex

- Superdrug to launch exclusive TOWIE gift sets -

Superdrug is delighted to launch its 2011 Christmas collection in central London with a wide ranging collection of gifts including a brand new TOWIE (The Only Way Is Essex) range.

The TOWIE effect has been far reaching this year and Superdrug has been at the forefront with sales of Essex favourites false lashes rising 28 per cent, self tan wipes +210 per cent and body boosting dry shampoo +40 per cent (all YOY).

The TOWIE gift range comprises four beauty gift sets designed to offer an archetypal Essex effect whether Essex-eyes, bronzed face and body or even, yes, the scent of Essex with the first ever The Only Way is Essex fragrance.

The gift sets comprise a lip gloss set (£5.99), eye shadow palette (£5.99), light up lip gloss and mascara set (£7.99) and a classic bronzer set (£7.99).

Louisa Zierold, Superdrug Category Director said: “The Only Way Is Essex has been a phenomenon this year and we’re delighted to be offering our customers official gifts this Christmas.

“Sales of the most dramatic lashes, and the deepest bronzers continue to climb and we’re also stocking a Vajazzle kit.”

Adam Minto of FB Beauty which has created the range for Superdrug said: “We worked closely with the TOWIE team to create the gift range and believe that each of them captures the spirit of the programme and the personalities involved.”

The Only Way Is Essex gift sets launch in Superdrug stores across the country and on www.superdrug.com from October.

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For more information please contact Georgia or Jenny at ZPR 020 7896 3404, email Superdrug@zpr. com

Notes to editor: Samples and images available early August Superdrug customer services 0800 096 1055 Superdrug offers everyday accessible beauty with over 900 stores in the UK and Republic of Ireland