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
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
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.’