The beauty range, Kathy Hilton Private Beauty Spa Collection, will consist of skincare, fragrances and bath and body products and will be sold within the affordable luxury segment of the US and International beauty markets.
The Hilton brand has become an established name within the celebrity beauty fragrance industry. Paris Hilton, daughter of Kathy Hilton has a fragrance brand that has been a driving force behind enviable sales growth for Parlux.
The launch of the Kathy Hilton range further establishes the family name within the cosmetics field and creates opportunities for OmniReliant to ascertain itself as a leader within the celebrity beauty market.
Chris Phillips, CEO and chief financial officer of OmniReliant said in a statement "The agreement with Kathy Hilton, a prestigious and world renowned personality, is an important first step for the company."
The company is hoping that by initially concentrating on launching and consolidating the Kathy Hilton range in the beauty market, it will eventually be able to expand further and incorporate further personalities and designer licenses into its portfolio.
The Hilton camp also sees the partnership as a way to further its worldwide celebrity brand name and will work with a research laboratory in order to create an extensive range of products. In order to target as many consumers as possible the products will be sold through retail outlets, television infomercials and direct mail.
Rick Hilton, president of KRH Licensing Company, stated that the family is excited about the partnership and that Kathy Hilton will be working with Transvital Advance Swiss Research Laboratories in order to create an innovative product range.
Market researchers, NPD Group says that sales of Celebrity fragrances now represent nine percent of the top 100 women's fragrances and generated about $150 million in 2005, three times what they generated in 2000.
However, like Hilton many stars are now branching out of the fragrance arena and are targeting the skin care market. Stella McCartney and Jackie Chan have both recently launched skin care lines, alongside talks of supermodel Kate Moss launching her own beauty range and Paris Hilton herself creating a new cosmetics range.