Hair care brand, Mark Hill, has appointed PR and social media agency Democracy to drive sales and brand awareness for the latest breakthrough in their best-selling Pick N Mix™ hair tool collection, the Pick N Mix Flexi Air Styler.
Created by celebrity stylist, Mark Hill, the new electrical styling tool is inspired by real women and designed to help them make the most of their hair, with a three-in-one interchangeable system and adjustable heat and speed settings.
Manchester-based Democracy has been tasked with supercharging awareness of the Pick ‘N’ Mix™ Air with new and existing audiences through media relations, expert positioning and events.
The agency will help widen the customer demographic and position the new product as an affordable rival to the Dyon Airwrap, Shark FlexStyle and Mermade Aircurl.
Gemma Montgomery-Dickens, Mark Hill’s Marketing Director, said: “This is the first time we have invested in consumer PR for a number of years, so choosing the right partner was vital. Democracy demonstrated a clear focus on delivery, results and the team’s passion for our brand shone through.
“This is an important launch for us in the lead up to a key season and Democracy showed they will work as one of our team to make this a success.”
Jennifer O’Grady, founder of Democracy, said: “Mark Hill continues to challenge the luxury haircare category with the launch of their latest high performing styling tool, rivalling the performance of the market leaders, at less than half the price.
“Our strategy focuses on ensuring the product performance and affordable luxury message lands with key influencers and across beauty media in the build up to the Christmas sales period.”
