Lipsy London Love is launching exclusively at Lipsy and Lipsy.co.uk at the end of August, and in key retailers including Boots, very.co.uk and specialist high street fragrance stores from September. A limited edition Christmas gift set will also be released.

The agency has been briefed to handle the launch of the new perfume and generate media coverage during the Christmas period via celebrity associations and tailored events, including a Christmas in July showcase.

Jonathan Kirkby, instinct pr founder and director, said: "Having worked with the Lipsy family previously on the launch of the Pixie Lott for Lipsy collection, and the launch of Lipsy into US department stores, I am delighted to be involved with them again.

"We will be pulling out all the stops to create a campaign that will generate high retail sales around the all-important Christmas period."

instinct will report to Inter City Group brand manager Yvonne Fearns who said: "instinct pr came highly recommended by Lipsy. Their strategy was very creative and delivered perfectly against our brief. I'm confident they will achieve the results we want."

The new win strengthens the agency's growing beauty portfolio which includes Ultimo Beauty, Panache lingerie, Puma Bodytrain and Lucina Ellery hair extensions.