GHD gets help to broaden hold on haircare market

Leading haircare brand GHD has brought in Bor­kowski PR to position the company's pro­duct range as 'more than just straight­eners'.

The agency takes over from Propaganda, which has snapped up a brief from the founders of GHD.

The main focus of the Borkowski brief is to challenge consumer and media perceptions that GHD is a straightener brand and to publicise GHD's full range of products.

Borkowski account director Kathryn McAuley said the agency would seek to get more coverage for GHD in the top women's magazines.

‘The company's success has filtered down from the top, through placement of their products with influential stylists,' she said.

‘We want to position more stories in broadsheets and publications such as Vogue and Elle. The product is innovating, and the PR needs to match that.'

Borkowski will also try to increase coverage around as-yet unannounced GHD product launches. It will also advise on GHD's work around Breast Cancer Aware­ness month in October.

‘The brand of GHD has a god-like reputation among style-conscious people and an undercurrent of consumer respect for the products,' said Borkowski MD Larry Franks. ‘The campaign will be de­sig­ned to reinforce the brand position and messages.'

The appointment of Bor­kowski's follows that of adver­tising agency BDH/TBWA last month.

Meanwhile, GHD's for­mer agency Propaganda has snapped up a full service brief for a new project inv­ol­ving GHD founders Robert Powls and Gary Douglas. The ­account sees Propaganda chair­man Julian Kynas­ton taking a joint shareholding in the new business, which will also be in the cosmetics market. Kynaston had performed a similar role over at GHD until the agency was replaced for both advertising and PR.

‘As the original founders of GHD, we have often talked about "doing a GHD" in another market,' said Douglas.

Last year, GHD, which stands for ‘good hair day,' was named Britain's fastest growing company in the Fast Track 100 awards, with annual growth of 365 per cent since its 2001 launch.

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