OXFORDSHIRE-based charity Against Breast Cancer has launched its new fundraising rose with the help of television's 'nasty man', Simon Cowell.

Organisers hosted a champagne reception at the Hispaniola, on the River Thames in London, to thank supporters and celebrate the launch of the pink rose, called 'Imagine', which will be sold to raise money for the charity.

Katie Bucknell, community fundraiser for the charity, which is based at Harwell, said: "The night was a fantastic success. Simon was very charming and made an effort to talk to pretty much all our supporters.

"Our invited guests had a fantastic evening and were not only delighted to meet Simon but also to learn that by buying a rose they were helping the charity achieve its dream to imagine a future free from breast cancer."

Mr Cowell has been a patron of the charity, since his mother, Julie Cowell, was diagnosed with the disease a few years ago.

Each rose, which costs £8.95, raises £2 for the charity and is designed to be a symbol of hope.

Mr Cowell chatted to guests at the champagne reception, including members of the Witney Fundraising Team of ABC, who last year raised more than £24,000.

Denise Barkley, secretary of the Witney team, who is also a patron of ABC, said: "Simon was extremely relaxed and chatty, and stayed for well over an hour.

"He told me he had just come from the studio where he had been editing Saturday's X-Factor."

Also at the reception were model Danielle Lloyd and Big Brother contestant Shabnam Paryani.

Guests were treated to musical delights of the Manor House String Quartet and entertained by a table magician.

To buy a rose, call Katie Bucknell on 01235 820777 or email kbucknell@aabc.org.uk