Ghd embarks on £5m ad activity

April 28, 2004

How long?

1 minute

Ghd, the Australian haircare brand, is doubling its marketing spend to £5m this summer to attract a more fashion-conscious audience.

A £4.5m TV campaign through Propaganda will be backed by £550,000 press work in the May issues of glossies such as InStyle and Harpers & Queen.

This will be complemented by ads in men's mags including Esquire and GQ, as well as in the style press and hairdressing titles.

Ghd has also struck a deal to be the sole advertiser in Vogue's summer beauty supplement, with eight pages of ads and advertorial.

The brand tripled its turnover in 2003 to £36m, thanks to its 'New religion for hair' campaign and sponsorship of Channel 4 reality show The Salon.

Ghd, which was founded by three hairdressers in 2001, intends to boost annual turnover to £70m with the ad campaign and future product innovations.

Topics

��pk10