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The campaign, breaking on 15 July, will be the brand's first advertising and is based on the insight that women are jealous of each other's hair.

Gary Robinson, the creative director at Farm, said: "The campaign plays on the truth that women will say 'bitch, she looks great in that'. We have taken that but made the girls jealous of great hair."

The ads depict two jealous girls fighting. Two outdoor executions have been created, which will run as six-sheet and 48-sheet posters, and as build banners in major cities.

The outdoor work will be supported by press activity in style titles.

Media strategy is by Monkey Communications, while media buying is by Mediahead.

The campaign was written by Nik Stewart and art directed by Johnny Parker.

The photographer was Tim Brett-Day.