Harmony hairspray gets back into ads

Harmony, the hairspray made famous by its "Is she or isn't she?" ads in the 70s, has approached agencies to reinvigorate the brand.

The brand's new parent, Network Health & Beauty, is looking to challenge the market leadership of L'Oreal's Elnett brand, which uses a heavyweight ad campaign starring Claudia Schiffer.

Harmony has not advertised over the past few years, although it appointed Delaney Fletcher Bozell to the business in 1999.

Network Health & Beauty paid £7.2 million for the brand last June, as part of a strategy of picking up unloved brands and reinvigorating them.

The sexual innuendo in its 70s ads by J.Walter Thompson made Harmony an iconic brand, but a lack of subsequent advertising has seen it lose market share.

The ads launched the career of the Men Behaving Badly star Leslie Ash, featuring her as a flirtatious girl challenging policemen to guess whether she was wearing the hairspray.

It is unknown whether or not the "Is she or isn't she?" line will be revived.