James Brown signs Moss in festive push

by Hayley Pinkerfield, Revolution UK 01-Nov-07

James Brown London, a new haircare range, has signed Kate Moss to front a digital assault in the run up to Christmas.

The supermodel, who has collaborated with session stylist James Brown to
develop the brand, will feature on fashion microsites and a viral video,
targeting 15- to 35-year-old females.

Microsites, www.quantum-media.co.uk and www.jamesbrownlondon.com, will

feature content including a hair competition with the best entry posted

weekly, expert advice, and behind-the-scenes footage of Moss at the
James Brown London photo shoot. The viral video of Moss also features
the model at the photo shoot.

Louise Peacock, business director at BLM Quantum, said: "The digital and
viral campaign support the traditional media work by adding
sophistication, intrigue and mystique around the James Brown London
brand."

The brand has also signed a deal with Conde Nast to generate awareness
across Vogue, Stylefinder and Glamour magazines' web sites.