Nude has created, named, branded and packaged the five products, which include Sunbeam bronzer and brush, Radiant Illuminating concealer, Glow tinted moisturiser, Shimmer lipgloss and Luminize skin highlighter.
The range will be positioned in Boots’ sun care section, near to Nude’s self-tan range Makebelieve, launched in 2007.
Nude intends the Enhance range’s branding to be recognisable as part of the Makebelieve family, but has tried to ‘introduce premium range cosmetics cues’ to the range, according to a spokeswoman for the brand.
Nude Brand Creation founder Bernard Gormley admits that, ‘Some might say it’s daft to be launching a new premium cosmetics range in today’s gloomy market’, but believes that ‘women will still treat themselves to small luxuries like beauty products’.
The Enhance range will start appearing on-shelf in 250 UK Boots stores from 14 August.