Tesco hires Azaria PR for hair styling launch

Total Hair Experts, the new hair styling brand from Tesco, has appointed Azaria PR to handle its launch.

The family specialist agency with a wellbeing arm won the account following a competitive pitch and will be responsible for introducing the range to consumers this October.

The electrical hair brand is aimed at further strengthening Tesco’s health and beauty offering.

Several years in the making, with extensive research and product development to ensure its products are superior to its competitors, T-H-X is set to take the hair electricals market by storm.   

Jessica Matthews, commercial marketing manager of electrical at Tesco, said: ‘We want T-H-X to be on everyone’s minds this October and we are excited with what Azaria has planned to make sure this happens.’

Amber Steventon, MD of Azaria PR, added: ‘We have a strategic and detailed plan for T-H-X to ensure cut-through in a crowded marketplace and we are looking forward to seeing this come to fruition during the following months.’

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