Personal Best International has appointed Nobull to handle the PR and social media for the UK and pan-European launch of Adee Phelan Hair Colour.
Nobull will use existing media contacts to create opportunities for the brand, with the new hair colour remover to be on sale in the UK from March.
The agency will work with its social media team, Sociabull, on a blogger outreach programme, and to launch new social media channels to reach audiences globally.
Anne-marie Payne, director at Nobull, said: “This is an exciting campaign to be involved in and to be able to use our integrated approach, combining editorial and social media, is ideal for supporting the launch of Adee’s new product, the first of many.
“We are initially working with PBI teams across Europe to support the global roll-out of this product, beginning with the Republic of Ireland and soon Gibralter. The hair colour remover will soon be available in the UK – news on that to follow.”