Hair brand Umberto Giannini is supporting the launch of its new products and packaging with a 360-degree marketing campaign spanning PR, social media, salons and stores.
The campaign will be focused on helping consumers transform their hair using a single product from the range for each look.
It is supported by ‘how to’ videos which help to demonstrate how to get the most from each product.
Umberto Giannini will also be highlighting the styling heroes that are essential for any hair styling need.
The brand is encouraging consumers to post images of the styles they have achieved with the styling products using the hashtag #UGonMe.
Director of Umberto Giannini, Claire Shread told Pure Beauty: “I’m most excited about launching some really new and innovative products to the market that really do deliver a style in a bottle for our customers in a way that hasn’t been done before.”
Two of the new products in the range include Blow Dry In A Bottle, which is said to have scored more highly with Umberto Giannini stylists than any other styling spray known to them.
Weatherproof Curls is another new product that is said to finally let customers brave the drizzle without the fear of having frizz bomb hair.
Shread added: “We think of ourselves as problem solvers at UG with a huge dash of the artistic thrown in."
"We design from the need state and are totally and utterly obsessed about the development of products that are genuine solutions to genuine problems, so, the most exciting aspect of this launch is finally getting those products into the showers, bedrooms and handbags of our glamorous customers and hopefully making their style moments quick, easy and long-lasting.”
The campaign will see the re-launch of the Umberto Giannini salon and e-commerce sites, which will offer consumers further information on how to best use the products.
There are ‘3 for £15’ offers in Boots stores and on boots.com until 25 October to promote the brand’s relaunch.
This will be followed by ‘3 for 2’ offers that will run until 22 November.
The brand is no longer a Boots licensed brand so for the first time, Umberto Giannini fans will also be able to enjoy exclusive offers and purchase products at umbertogiannini.com.