Nicky Clarke hands Publicis Focus first haircare range task

Nicky Clarke, the celebrity hairdresser, has picked Publicis Focus to handle his first foray into advertising with a pounds 1 million task to promote his range of haircare products.

Nicky Clarke, the celebrity hairdresser, has picked Publicis Focus

to handle his first foray into advertising with a pounds 1 million task

to promote his range of haircare products.



The appointment is the precursor to a national press, poster and

magazine campaign which will break in May. Media will be bought by

Optimedia.



Publicis Focus was assigned the business without a pitch after

presenting Clarke with the findings of its research into

’hairomatherapy’ products which claim to combine aromatherapy with

cleansing and conditioning benefits.



Clarke has approved the agency’s first work, a black-and-white campaign

photographed in South Africa, promoting his Sports range of haircare

products.



The appointment of Publicis Focus reflects the recent sharp growth in

hairdresser brands, pioneered in the UK by Vidal Sassoon in the 70s.

Clarke’s decision to advertise follows distribution deals through Food

Brokers with high street chemist chains and grocery multiples.



Hugh Kellett, the Publicis Focus client services director, said:

’Hairdresser brands are taking off in a big way and their shares are

growing enormously as the market becomes more premium.’



He added: ’Nicky Clarke is well placed to benefit because his profile is

even higher than that of Sassoon. He is very media friendly.’



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).