MTV forays into cosmetics; launches MTV Muah

The channel has associated with Blue Heaven to launch consumer products, targeting girls in the age group of 16-30 years.

In association with Blue Heaven, MTV has launched a new range of trendy cosmetics.

Called MTV Muah, the range consists of trendy, bright and funky products, targeting girls in the age group of 16-30 years who wish for a radiant skin while experimenting with different looks.

Designed to give the girls freedom to live and look their best, MTV Muah includes an array of products like eyeliners, mascaras, kajal pencils, foundations and a variety of lip colours. There are three different kits developed to create a look - Dazzle, Punk and Pop. While the individual products are available at the price range of Rs 79-149, the kits are priced at Rs 1929.

Saugato Bhowmik, head, consumer products, Viacom18, says, "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. MTV Muah helps them do just that! Also, the affordable pricing makes it a great buy."

Ramandeep, managing director, Blue Heaven says that Blue Heaven has constantly tried to reinvent itself and keep pace with the ever-changing cosmetic trends. With the launch of MTV Muah, the brand is aiming to reach out to the young consumers who believe in constantly changing their looks depending on their mood. "This range will help them don various looks and look glamorous. Also MTV being a youth leader helps us to reach out to a larger audience."

About the added features of the products, the company mentions that the water proof and smudge proof eyeliner by MTV Muah comes with a soft nylon brush for fine line drawing and dries quickly, giving an instant matte finish. The mascara gives the lashes a thicker and healthier look as the brush allows easy application with curl retention to last for a longer duration. The Kajal is lead-free, smudge proof and retractable, and comes with a sharpener.

The foundation comes with an oil-free matte finish which gives a velvety sensation to the skin and is also water proof. Also, the finely ground pigments in the foundation blend into the skin easily to give high coverage. MTV Muah also offers a wide range of nail paints, from matte and glitters to neons and metal, the company says.

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