TBWA\Manchester struts its stuff with Charles Worthington relaunch

The relaunch of haircare brand Charles Worthington has been completed by TBWA/Manchester, focusing on the skill, knowledge and expertise of the man behind the brand.

The brand relaunch includes a press campaign, a redesigned website and a new portfolio of photography by New York based photographer Tim Hogan, who’s concept is based on architecture and geometry using shapes and forms with the aim of enhancing the line of the Charles Worthington product.

PushOn worked alongside TBWA\Manchester to redesign the website which includes a more user friendly navigation system, and includes a journal and blog by Worthington to create a more personal experience with the consumer.

Video clops showcasing new hairstyle trends have also been included, alongside step-by-step advice on recreating the season’s style looks.

Naomi Shooman, senior brand manger at Charles Worthington, commented: “The Charles Worthington collection defined the professional hair care market when it launched 15 years ago and has become one of the most widely recognised premium brands on the market.

“We challenged TBWA\Manchester to create a campaign which built on the brand’s success to date, championed its credentials and positioned Charles and his expertise at the core of the communication – the new campaign certainly delivers,” added Shooman.

Fergus McCallum, CEO at TBWA\Manchester, added: “The challenge was to build upon an already extremely successful and popular brand and give it a fresh, contemporary, personal feel, but without losing all the attributes that make it so admired.

“Charles is an iconic figure in the hairdressing world with an international following and a first class reputation and so we wanted to make the most of his expertise and knowledge repositioning the brand as the premium in the market.”

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