The agency, which replaces incumbent BMA, is aiming to fight off increasing competition in the haircare market, targeting national media alongside the hair and beauty press.
Ginny Hicks, marketing director for BaByliss and Revlon parent firm Conair, said: 'We're looking to widen the areas we target in terms of media coverage, looking at different titles.'
Cow project leader Daisy Turville-Petre leads the account - the agency's first hair and beauty client.
Cow will also handle a number of product launches during the year ahead, although Hicks declined to confirm what these may be: 'We're renowned in the market for our innovation and new product programme,' she said.
Cow, co-founded by Sian Morgan and Dirk Singer, also works for clients including Fish4, All Bar One, Absolute Radio and biscuit brand Fox's, which it won last June (PRWeek, 8 June 2001).