Returning to retail no sweat for Sam Cam

HER retail company has not even launched yet, but already Samantha Cameron is seeking new ways to expand her brand – by selling antiperspirant deodorant.

Earlier this month the former prime minister’s wife set up a company called Samantha Cameron Studio Ltd, in a move that appeared to confirm speculation that she is planning to launch her own clothing range.

And now her company has applied to trademark “Samantha Cameron” for use in “products for personal hygiene and beauty care”, according to filings with the Intellectual Property Office.

This could include hairremoval cream, false eyelashes, hair gels and cologne.

Providing no one objects to her plans, Mrs Cameron’s trademark will be approved within four months. Then she will be able to start selling her brand through stores and an internet site.

Mrs Cameron is reportedly launching her retail business with her former fashion aide Isabel Spearman, who shopped and scouted for her. Ms Spearman has previously hinted to the that she is helping Mrs Cameron with her business venture and that a name for the label had already been chosen.

And if “Eau de Cameron” doesn’t take off, Mrs Cameron is reportedly planning to offer “advisory and consulting services” too.

Mrs Cameron has kept a relatively low profile since her husband’s resignation, but in September she was seen on the front row at Burberry’s London fashion week.

She was seated alongside two of the most powerful women in British fashion – British Fashion Council chairwoman and Net-aPorter founder Natalie Massenet and BFC chief executive Caroline Rush.

A spokesman for Mrs Cameron was contacted for comment.