Salon Media, the company that sells billboards in Afro-Caribbean
hair salons, has signed up Western Union for a year-long contract.
The money transfer giant has bought an A4 sheet - or Shear Ad - in every
one of Salon Media’s network of 100 London hairdressers and beauty
The ads, which encourage consumers to send money to relatives overseas,
appear in two executions targeting customers of either African or
Salon Media charges pounds 30 per month for each Shear Ad and offers 12
ads per salon, donating a percentage of the sale to the salon’s owner.
The billboards are housed in groups of four on three 50cm x 70cm
Glenn Gregory, sales and marketing director of Fine Line International,
which owns Salon Media, said members of London’s African and Caribbean
community have a close relationship with their local salon and pay
lengthy and frequent visits.
The Metropolitan Police used the Salon Media network for its anti-racism
campaign, which was launched in response to the Stephen Lawrence enquiry
Gregory, a former business development manager for Live TV and one-time
sales manager for Loot, said he is considering expanding the network
into other UK cities and also into non-Afro-Caribbean salons.
There are approximately 35,000 salons and barber shops in the UK,
according to Mintel’s Hairdressing Salons and Barber Shops report, which
was released in June 1999. The research company discovered that 75 per
cent of adults visit salons and barbers, the majority going every six to