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Remington Promotes Stylist Range With Integrated Campaign By Addiction

Posted by: Addiction

Date added: Wed 05 Oct 2011

Following the successful launch of a digital marketing campaign and Facebook application earlier this summer, Remington is now set to launch a television and print campaign to promote their new Stylist Collection which consists of the Multi Style styler and Turbo Dryer.

Following the successful launch of a digital marketing campaign and Facebook application earlier this summer, Remington is now set to launch a television and print campaign to promote their new Stylist Collection which consists of the Multi Style styler and Turbo Dryer. Both products are new to market this year and the campaign, produced by Remington's global agency Addiction, will break this week. A 30" and a 10" spot will launch first in the UK and roll out across France, Russia and in cinemas in Turkey.

Remington is looking to capitalise on the growing styling market with its new products, as they give Remington's audience freedom through the flexibility to create a multitude of looks. Straight hair, waves, loose or tight curls can all be created with the Stylist Multi Style, and the Turbo Dryer dries hair 30% faster*.

Using the global brand positioning of ‘How the world gets ready’, Addiction's task was to create a big idea t0 establish Remington’s styling credentials and puts them at the forefront of the styling debate. The 30" ad shows a model trying out a number of different hairstyles to match the different aspects of her life - getting ready for work, a lazy Sunday, a dinner date, and a night out on the town with the girls. It is set to The Temptations ‘Get Ready’ track and delivers the voiceover line "Because one look is never enough".

Louise McGlasson, European Brand Manager** of Remington said: "Owning the ‘getting ready’ process is the heartbeat of everything we communicate. We fuel transformation by getting the world ready. On a product level the Stylist Multi Style and Turbo Dryer deliver on this promise and we wanted to communicate that in the most effective way possible with our consumers. Addiction took this on board and has delivered an exciting and fresh campaign for us."

Paul Hamilton, Managing Director of Addiction London said: "We wanted to create a truly integrated campaign that would resonate with the many style demands that young women face as well as building on the ‘how the world gets ready’ positioning."

Addiction London has been partnering with Remington since April 2010 when they created the new global positioning of "How the World Gets Ready”.

*Versus previous Remington turbo dryer.

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