Supermodel Elle Macpherson to launch beauty range in high street stores

LONDON - Australian supermodel Elle Macpherson is launching her cosmetic and skincare range The Body in Boots and Selfridges in September.

The model was given the nickname "The body" in the 80s for her athletic appearance and has since developed her own lingerie range, Elle Macpherson Intimates, which generated sales of £39m last year.

The deal is Macpherson's first move into other business areas, with a range that will stand out from the growing list of celebrities who have released their own perfume including: Still by Jennifer Lopez; Taste by Jessica Simpson; Curious by Britney Spears; True Star by Beyonce; Celine by Celine Dion; and Paris Hilton with her fragrance Paris Hilton.

Macpherson said she has created the range in the same way as her lingerie, as a working mother who does not have a lot of time to herself, with products designed to make women feel good.

In 2004, an ad campaign for Macpherson's lingerie range, created by Australian creative agency The Glue Society, hit the headlines for promoting violence in a spot that showed two women preparing for a knife fight, followed by a scene where a women is cleaning up blood.

The 41-year-old supermodel, credited as creative director on the campaign, defended it as being "beautiful, haunting and ambiguous" but viewers complained that the ad should be banned in the UK.

Bismark Philips has recently been appointed after a competitive pitch to launch Macpherson's lingerie line in the US.

If successful it is understood that the range will be marketed worldwide.

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