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Schwarzkopf plots PR push for new hair colour brand

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By The Drum Team, Editorial

January 13, 2010 | 2 min read

Schwarzkopf is launching a new hair colour brand with a PR push from Mason Williams.

The hair care company's new Schwarzkopf Palette brand is aimed at women over 35 who lack the time or money to make regular salon trips.

Mason Williams will handle a consumer media campaign, starting this month, after beating an undisclosed agency in a pitch.

The PR agency is now planning "a major press launch" and will be working with twice British Colourist of the Year Anita Cox McMillan to provide professional advice for consumers.

Helen Parker, account director at Mason Williams, admitted the hair and beauty industry is so crowded and competitive that making new brands stand out can be "difficult".

"Our task is quite simply to deliver a creative platform which will get the story out to the media and excite consumers," Parker said.

Schwarzkopf Palette hits shelves this month and will be stocked nationwide.

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