Although the company's products are sold exclusively through salons, it will advertise them via a £2m, six-week integrated campaign beginning on July 14.
The range includes straightening and waving treatments, shampoos, conditioners, hairsprays, gels and ceramic styling irons.
The two 30-second TV executions from Propaganda will be the first time that a salon-only brand has advertised on TV.
The TV ads will be supported by ads in the style press, posters, SMS, DM and point-of-sale material to follow later in the year with an additional budget of £1.5m.
The company was formed in 2001 when the three founders came across a hair straightening product in the US, which they sold to Charles Worthington's London Salon.
Until now Good Hair Day's products have relied on personal recommendation.
The brand now boasts Jennifer Aniston, Gwyneth Paltrow and Madonna as users.
_1.jpg)
.jpg)