Beattie revamps global approach in all Saks salons

Saks Hair & Beauty has drafted in Beattie Communications to revamp its PR strategy following a break with Brand PR.

The high street salon chain is about to open its 100th outlet in the UK and has plans to launch a flagship salon in Shanghai, before extending its presence across China. The company is also considering expanding into the Middle East, South Africa and Europe. Beattie, which has affiliates in 35 countries, will be handling Saks’s national and international accounts.

Beattie board director Laurna O’Donnell said she plans to enlist fashion celebrities and icons to promote Saks in the media. Campaigns will

also aim to raise the profile of Saks’s creative director, Andrew Barton, who has been nominated as British Hairdresser of the Year at the Hairdressers’ Journal International awards.

The PR assault will be aimed at 25- to 55-year-old women with high disposable incomes, and headed by Beattie’s London office with support from regional branches. Based in Darlington, Saks also offers massage and body treatments at its nationwide salons and has its own brand of hair-styling tools, named ‘Saksessories’.

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