The work, kicking off this month, includes a relaunched web site with updates on the latest hair trends, blogs from the company founder, tips on achieving celebrity looks, and backstage footage from London Fashion Week. SPF 15 is also developing an ongoing eCRM campaign for the brand.
Tamara Gillan, SPF 15 managing director, said: "Our preliminary research shows that women spend an average of £10 per month on hair products (across all brands), so every customer's loyalty is worth winning and keeping. At the same time, some 75 per cent of them switch brands every two to four weeks, representing both a challenge and an opportunity."
Some 50 per cent of women are buying beauty products online, and spending approximately £10 each month on hair care, according to research by SPF 15 which will inform Charles Worthington's digital strategy. It also found that whether shopping online or in-store, women browse, buy items that are on offer and look for the best deals. They also tend to buy more than they went in for.
Charles Worthington has four London salons and sells its six product ranges internationally.
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