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Is Jim's Beauty set to flop like Colgate lasagna or Harley-Davidson perfume – or could it be branding genius?

Written by Edwina Luck, Senior Lecturer QUT Business School, Advertising, Marketing and Public Relations, Queensland University of Technology

Jim Penman, Author provided

Jim’s Group – best known for Jim’s Mowing and Jim’s Plumbing – this week announced a surprising brand extension.

It’s Jim’s Beauty, offering “professional beauty treatments in the comfort of your chosen space”.

It’s surprising because Jim’s Group got its...

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