Desire for lifestyle: Beate Uhse, probably the best-known brand for erotic articles, is developing more and more into a lifestyle brand. The range includes lingerie, toys and many other products related to lust and love, which are sold in stores and online. With a stringent strategy, creative ideas and consistent theme placement, the Hamburgers from Griffel & Co Beate have made Uhse suitable for everyday use and positioned it at the heart of society. Even before the cinema premiere of Shades of Grey, the PR agency invited journalists to an exclusive film screening at the Bayerischer Hof. The screening included major audience titles such as Freundin, BILD, Glamour and Focus.