One year ago Propaganda launched the Indulgence Redefined campaign, introducing Neäl & Wølf – a new luxury range of salon exclusive hair products, at affordable prices.

The concept was the brainchild of industry expert, Neil Capstick, who approached Propaganda during 2009 to build the salon retail brand from scratch. Laura Kynaston, Managing Director, Propaganda, explains:

“Neil wanted to create an affordable, yet high performing range of hair products to women who simply desire a touch a luxury everyday, as he recognised there was a gap in the market for a brand that managed to deliver performance, luxury AND good value. We built on this idea and the concept of ‘Indulgence Redefined’ was born. From the name and look of the brand, to developing the unique fragrance and shooting the stunningly unique brand imagery, we worked with Neil every step of the way.

“We’re proud to be celebrating the brand’s first year with record sales and smashed distribution targets with Neil.”

Over 800 salons in the UK now use and sell the exquisite Neäl & Wølf brand with numbers rising rapidly as word catches on about the plethora of benefits the it brings to salons. So much so, in fact, that a number of hair salons are now choosing Neäl & Wølf above other more established and long standing hair care brands.

The range of ten products, which boasts that, now famous, opulent, distinctive signature fragrance, developed in one of the world’s top perfume houses, also offers the smell of success to salons, who, over the last year, have enjoyed increased profits, with hikes as high as 15% from 3.5%*, as a result of working with Neäl & Wølf .

Top stylist, David Thomas, CEO of his self-named award-winning salons in Lancashire, who has worked with Neäl & Wølf products since the brand launched says:

“One year is a very important marker for a salon retailing a hair care brand. It’s make or break time, as this is the point when a salon is in a good position to review the success of a brand through sales, and most importantly, re-sales. It’s safe to say that Neal & Wolf is remaining firmly on our shelves!”

Neäl & Wølf is well on track for hitting its business goal of UK wide availability in at least 1,000 salons by the end of 2011, as well as launching in three new countries, likely to be Norway, Denmark and Dubai. And with its now proven business model and track record of success in salons, Neil Capstick is in no doubt the Neäl & Wølf salon list will double by this time next year.

See the campaign here, view the web site here.

*David Thomas salons.

We’ve recently wrapped production on a new integrated campaign for our client The Car People. The campaign was created following research with customers, which uncovered up to the minute insight into the way consumers are buying cars today.

We’ve seen that consumers are buying for different reasons and circumstances than they used to and, due to this, their emotions towards car buying have also changed. This is seeing decisions made much more with the head rather than the heart and ultimately, they’re really looking for reassurance and an understanding of their situation.

The campaign – which consists of 10sec TV, radio, press and online – recognises and taps into these emotions and reassures consumers that by purchasing from The Car People they’ve made a good decision, giving them long-term peace of mind.

The Car People believe that buying a car should be as enjoyable and hassle-free as possible – and Car People customers tell us that this is exactly their experience. With a wide choice of highest quality cars, helpful people and fair prices, its no surprise that over 50% of their sales come from repeat customers and recommendations.

The campaign airs 4th April and is due to run for 2 months.

Posted by Nicole Levings.

Vicky McClure, star of the Illamasqua short films, has this week been recognised at the Royal Television Society awards for her role as Lol in Channel 4 drama, This is England ’86.

Vicky fought off stiff competition from Natalie Press, for her role in Five Daughters, and legendary screen star, Julie Walters, in Mo, to be crowned as the Best Female Actor.

This is England ’86, writers, Shane Meadows and Jack Thorne, also walked away with an award whilst Vicky’s co-star, Johnny Harris, was nominated for Best Male Actor.

All of us at Propaganda would like to send huge congratulations to Vicky. You can catch her in the Illamasqua films: Poem and Vicky & Vic.

Posted by Phoebe Findley.

Crystal Clear International, the leading professional beauty brand, has appointed Propaganda to develop and take an innovative new brand proposition to market.

Since its inception in 1995, Crystal Clear’s success has been built upon its commitment to the research and development of new anti-ageing skin care products and a passion for providing exceptional treatments which deliver outstanding results, to become a trusted choice of professional beauty salons’ nationwide and a favourite of celebrities from across the globe.

For the first time since its launch, the professional skin care range, which combines the best of science with naturally sourced ingredients, will target consumers, and Propaganda will develop a new brand proposition, which will position the range for launch to the UK retail market.

The planned launch, will follow an in-depth ‘Discovery’ programme which will deliver a rich in-sight into the buying habits, needs and aspirations of consumers, looking for premium, yet affordable, skin care products which deliver outstanding and visible results. The research results will enable Propaganda to devise a market-leading proposition and develop an integrated brand strategy for Crystal Clear.

Sharon Hilditch, co-founder, Crystal Clear International, commented: “For years, our beauty products and treatments have been delivering exceptional results for our professional beauty clients. We recognised an opportunity to expand into a previously un-touched market, and to make our exciting range of skin care products accessible to ordinary women everywhere, so that they too can enjoy the benefits of younger, fresher looking skin.

We entrusted Propaganda with the task, because of its extensive knowledge in the beauty industry and its experience in putting consumer insight at the heart of its brand development. We look forward to working with the team to implement our new brand strategy.”

Laura Kynaston, joint managing director, Propaganda said: “We are delighted to have been appointed by Crystal Clear and we look forward to working closely with them to achieve their new growth plans, and to establishing Crystal Clear as an iconic beauty name on the UK High St.”

Award-winning poet Simon Armitage, has penned a moving and sensitive drama-documentary for BBC Radio 4 about the life and death of Sophie Lancaster.

The play, which aired today, entitled Black Roses: The Killing of Sophie Lancaster, uncovers the true personality of Sophie before she was savagely beaten by a group of young people in a park in Lancashire for no other reason but for being a Goth. The drama also includes the thoughts of Sylvia, Sophie’s mum, which were recorded in a one-on-one interview with Simon.

Sylvia said: “I am incredibly grateful to Simon for treating Sophie’s story with such respect and affection. The process of making the programme was emotionally trying at times but everyone was incredibly kind and Rachel Austin who played Sophie is a wonderful talent. I am really proud of the finished article and I know that it will help spread the message of The Sophie Lancaster Foundation.”

You can listen to the drama online here.

And find out more about the charity here.

Posted by Phoebe Findley.

Illamasqua has joined forces with talented students from the London College of Fashion (LCF) to create a pop up installation in the heart of the West End at 8 Kingly Street, W1 from Wednesday 2nd – Saturday 5th March 2011.

Never ordinary, always extraordinary, Illamasqua challenged LCF students to use themes of sustainability and recycling to create a striking display to demonstrate “warpaint against mediocrity”.

Illamasqua launched a make -up Amnesty during the summer of 2010 to “Ditch the make-up drudgery and embrace the extraordinary.”

Customers were encouraged to bring any product from any brand to their local Illamasqua counter to trade in for any Illamasqua product they choose at a discount.

LCF students from BA (Hons) Make-Up and Prosthetics for Performance, are re-using the dull, the average and the ordinary make-up items that were discarded by customers during the Amnesty to create a beautiful installation.

Extraordinary creatures, designed and created by the students using Illamasqua products, will be found skulking and prowling around the Kingly Street installation every lunchtime between 12:30pm – 2:00pm and evenings from 5:00pm – 6:30pm.

Visitors to the area should also watch out for these otherworldly characters taking a daily journey to the Illamasqua flagship store on Beak Street, via Carnaby Street and the surrounding areas from 1st March 2011 to claim an exclusive 15% discount at the Illamasqua store.

View our most recent work for Illamasqua here.

Read the Illamasqua case study here.

Posted by Natalie Hargreaves.

We accompanied two very inspirational visitors to Seabrook Crisps‘ HQ today – Michelle and Ellie from the wonderful charity, Breast Cancer Care.

And the reason for the visit… Seabrook Crisps is raising crucial awareness and funds for the charity through the sale of its hot-off-the-production-line new brand, Goodbye salt, Hello flavour – pledging to raise a hefty £40,000 for the charity.

As you can imagine, the people at Breast Cancer Care are thrilled with Seabrook’s support (and the prospect of lots of free crisps).

Michelle and Ellie ‘popped up’ to the Bradford factory from London to have a little tour of its positively Willy Wonka-esq operation (a prize if you can spot an Oompa Loompa in the pictures), and to chat to CEO Ken (who wore pink), director Sam (also in pink), MD John (don’t think he owns any pink) and us about the AMAZING work they do.

Breast Cancer Care offers crucial advice and support to anyone who has been affected by breast cancer through forums, its helpline, its publications and even on the social networks – and they’re there to help, reassure and offer advice not just to sufferers, but their families too. They work tirelessly to raise money for and awareness of their work through events, Pink Ribbon walks and forging relationships with like-minded brands, like Seabrook Crisps.

Needless to say, Seabrook Crisps is extremely proud to be doing its bit for breast cancer. If you want to do your bit, give the new Goodbye salt, Hello flavour crisps a whirl. They have 100% flavour, with absolutely no added salt. Clever Seabrook’s.

Posted by Claire Anderson.

As government urges the nation to slash its salt intake, Seabrook Crisps launch a new, ground breaking range of crisps with 90% less salt* but 100% great taste.

Propaganda have been working with Seabrook Crisps since June 2006, helping them to become the UK’s fastest-growing crisp brand and increase their sales volumes by an impressive 73%. We were extremely pleased that their incredible turnaround was recognised last year, when they walked away with the Yorkshire Post’s Excellence in Business Award 2010.

Seabrook’s extraordinary growth is well deserved as the company has a long track record of crisp innovation and isn’t afraid of setting new standards in an industry not renowned for making sweeping changes: They were the first company to introduce crinkle cut crisps to the UK in the 1950’s, the first company to only use healthier sunflower oil in the 1980s, and the first to take the ground-breaking step of removing MSG from all their crisps in 2007.

When The Food Standards Agency set a target for reducing daily salt intake for adults to a maximum of 6g by 2012, Seabrook were once again swift to respond by finding a way to make a range of fully flavoured crisps, without adding one single grain of salt. Aptly named Goodbye salt Hello flavour, this latest innovation saw Propaganda working alongside Seabrook to research and develop the proposition and packaging for the new range in collaboration with Charlie Richards on the packaging photography.

This breakthrough from Seabrook Crisps means that as of February 2011 and for the first time in the history of the humble crisp, anyone looking to cut down on their salt intake without compromising on taste can buy tasty crisps with at least 90% less salt*, no MSG and no nasty additives – simply great tasting crinkle cut crisps.

Every pack of Goodbye salt, Hello flavour sold will also help raise money for Breast Cancer Care, to which Seabrook has pledged a donation of £40,000. Breast Cancer Care provides expert support to people in the UK living with breast cancer.

Goodbye salt Hello flavour will be available in four lip-smacking flavours; Jacket Potato with Mediterranean Tomato & Herbs, Jacket Potato with Tommy Ketchup, Jacket Potato with Caramelised Onion and Jacket Potato with Creamy Butter.

“The passion and commitment for accomplishing what is, quite frankly, a massive milestone in our industry, was our response to consumer demand for a crisp with no added salt that still delivers a great flavour. It represents an investment of over £1.5m in research and development and we have high hopes that this unique range will help maintain Seabrook as Britain’s fastest-growing crisp brand.”
Ken Brook-Chrispin, Seabrook Crisps Chairman and CEO

And there is more to come. March 2011 sees the launch of an integrated consumer launch campaign aimed to raise awareness of Goodbye salt Hello flavour, and ensure that more people than ever enjoy Seabrook, ‘Once Tasted Loved Forever’.

* There is no salt added to the flavours in the Goodbye salt Hello flavour range, however, there are traces of naturally occurring sodium.

Music legend, Boy George, hit the decks last night and played a fantastic set at the Illamasqua counter in London’s Oxford Street, Selfridges.

Boy George was there to show his support for the Sophie Lancaster Foundation. In 2007, Sophie was viciously attacked for no other reason than for looking different, tragically, Sophie died from her injuries. Sylvia, Sophie’s mum and youth worker, set up the Foundation in Sophie’s memory to Stamp Out Prejudice Hatred and Intolerance Everywhere.

Crowds of people attended last nights’ event to see the music legend in action and Jonathan Mycock, Retailer Operations Manager, Illamasqua, said: “Boy George’s appearance was a great success and brought the whole of Selfridges Beauty Hall to a stand still!”

Proceeds from the night are being donated to the Sophie Lancaster Foundation. If you would like out more about the charity and Sophie’s story, visit the official website, or watch the award winning film, Dark Angel.

Posted by Natalie Hargreaves.

Straight plc, the UK’s leading environmental product and service company, has appointed Leeds-based strategic brand consultancy, Propaganda to undertake a Brand Discovery.™

The company, founded by entrepreneur Jonathan Straight in 1993, works in partnerships with local authorities, waste management companies, utilities and retailers to supply an extensive range of waste and recycling solutions.

Since its launch in 1993, Straight plc has enjoyed considerable success and with over 15 years unrivalled experience in the environmental waste and recycling sector, and an extensive range of products and services, the company has earned its reputation as the sector expert. However, in order to drive business growth and to stay ahead in an increasingly competitive market, Straight plc has recognised the need for a cohesive and customer driven brand strategy to realise its ambitious growth plans.

Jonathan Straight, chief executive and founder of Straight plc said; “I feel that we have achieved a great deal so far, and the company has continued to grow by pushing boundaries forward with innovative designs and quality products, coupled with competitive prices and outstanding levels of customer service. In order to grow further and to maintain our position at the forefront of the waste and recycling industry, we need to implement a clear and concise strategy that delivers upon the needs of the market. I look forward to being a part of the Brand Discovery™ process and the strategic direction it will provide to help drive Straight plc to the next level.”

Today, after much anticipation, we officially launched the S.O.P.H.I.E educational game at Sophie Lancaster’s old high school, Haslingden High School, Lancashire.

This morning saw us zooming across the Pennines to greet Sylvia Lancaster, a journalist from The Sun newspaper and a gaggle of excited students, and it was a huge day for Sylvia after months of planning, designing and creating it was finally time to put the game to the test and take it into schools.

Sylvia started the session by talking with the students about the charity’s work, its aims and objectives and a little about Sophie and what the charity has achieved so far.

The game is made up of 30 cards, which represent many common ethnic, religious, social groups and subcultures. The students, split into groups of three, were asked to pick a selection of five characters based only on appearances. After 10 minutes Sylvia then asked the groups to explain the reasons behind their choices and she was overwhelmed by the response.

“It was so fantastic to see the students engaging with the game and they came up with some really intelligent and insightful reasons behind their choices. It was amazing to see the game working, provoking discussion and keeping the students entertained. Playing the film Dark Angel after the discussions was hugely and made me realise how far the charity has come. I felt privileged to launch the game with those wonderful students at the school that Sophie actually attended and I look forward to going back and holding a follow up session very soon.”

Sylvia is now looking forward to taking the game into schools across the country with the hope that it will one day be included in secondary curriculum to challenge and educate young peoples perceptions of subcultures and encourage them to help Stamp Out Prejudice Hatred and Intolerance Everywhere.

Posted by Phoebe Findley.

The name Daniel Field will no doubt ring a bell or two, with those of you familiar with the world of professional hair care.

Earlier this year, the legendary hairdresser, who over 20 years ago pioneered  organic and mineral hair care, briefed Propaganda to commence an in-depth Brand Discovery to help launch his latest luxury hair care and styling brand ‘Amara’.

Propaganda conducted a series of in-depth focus groups to fully understand what women today are seeking from the products they choose to put on their hair and scalp.  Working closely with QVC, where the product has been exclusively available since October, we have developed the brand positioning and packaging for the luxurious Amara range.

Daniel believes that ‘purity’ in products is the next evolution of hair care.  He said: ”Purity has become an obsession for me and I wanted to create a range of luxurious hair care products that use safe, high performing ingredients, designed to deliver the results I demand as a professional hairdresser – fantastic, beautifully conditioned hair.”

“I chose to work with Propaganda based on their extensive knowledge of the hair and beauty industry, and their knowledge, together with the research they have undertaken, has enabled them to create the perfect platform with which to launch the new range.”

Laura Kynaston at Propaganda said: “We are delighted to have been appointed to launch the new Amara range. The research we have undertaken, has given us a rich insight into consumer buying habits and in-particular the needs and aspirations of Amara’s core target audience.

‘Purity’ is very much at the heart of the brand, and the brand proposition, together with stylish, yet simplistic packaging we’ve created, has been designed to reflect just that.”

All 12 products in the Amara range have been created to salon professional standards whilst using a blend of safe, pure ingredients – giving women the beautiful hair results they want, without the need for harmful toxins or impurities often found in hair ‘care’ products.