Our new hair crush: Chelsea Girl Millie Mackintosh channels old school glamour in sultry new snaps
Saucy viral boosts sales of hair care range by 80%
14:05 GMT, 6 July 2012
Pouting Made in Chelsea star Millie Mackintosh is celebrating boosting sales of her latest brand endorsement with a set of sexy pictures guaranteed to make beau Professor Green smile.
Following her lingerie clad appearance in a viral campaign in March sales of the Umberto Giannini Incredible Body range have risen an impressive 80 per cent.
The film noir inspired ‘online novel’ The Incredible Body features 22-year-old Millie as a femme fatale with fabulous hair and a wicked plan.
Vamp: Millie poses for Umberto Giannini to celebrate the success of her first campiagn for the brand
Model looks: Smokey eyes, heavy brows and a light tan give TV star Millie a sophisticated style
The unusual marketing stunt developed on blogging platform tumblr
attracted tens of thousands of viewers and instigated fevered Twitter
debate as well as thousands of new sales for the company – especially of
Millie’s two favourite products.
MIC’s Millie is the show’s biggest success story so far.
As well as snagging the most eligible man in show business the
tan-o-holic was signed as an ambassador for bronzing brand St Tropez in
May and is inundated with clothing and beauty products from companies
desperate for some of the Channel 4 star’s selling power to rub off on
Scheming: She has a dirty plan in the online novel
Last weekend she was pictured supporting Green from the side of the
stage as one of the first celebrities to wear this festival season’s fashion must-have: the mini studded Hunter boot.
Talking about the cheeky viral the Quality Street heiress says: 'The character in this video was great fun to act. It felt really sexy to play the 'femme fatale' role. I love the film noir 1920s feel to it all and think it captures the glamorous essence of the range perfectly.'
See Millie in action at The Incredible Body
Star couple: With arm candy Professor Green
Reality star: Millie with Caggie Dunlop in the Channel 4 show