Ghd embarks on £5m ad activity
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.
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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.
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