Global haircare phenomenon Tangle Teezer has signed up with Propaganda on a marketing brief aimed at embedding the brand and growing sales, which will include repositioning the business to help promote new products aimed at the blow-styling market.

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Tangle Teezer is a British designed and manufactured haircare brand, which uses patented brush designs to effortlessly detangle hair. Their products are now distributed in 53 countries across the world, from Singapore to Sweden.

Entrepreneur, inventor and founder of Tangle Teezer, Shaun Pulfrey said: “We’ve been incredibly successful with Tangle Teezer and have a significant ‘first mover’ advantage with our innovative products. Through speaking with our customers and the wider market, Propaganda discovered invaluable insights about our brand. We’ll be using these to take Tangle Teezer to the next level and to help us ensure the business continues to innovate and stay as an ‘essential’ haircare product. Customer loyalty is very important to us and this is a theme we’ll look to build on in the coming months.”

Propaganda Director, Julian Horberry continued: “We have a long and proud tradition of building brands and discovering key insights, which can unlock transformational change for business. Tangle Teezer is another client that builds on our expertise in the beauty and haircare sector, with existing and previous clients including Neal & Wolf and ghd. We’ll be working with Shaun and his team to implement the findings gathered during the insight process, which will help to build the brand for the future and ensure their popularity and sales continue their positive trajectory.”

Tangle Teezer has enjoyed considerable success since its launch to market in 2007. The business has grown to a turnover of £23m and has been widely recognised as a phenomenon in the haircare market. During our unique Brand Discovery™ process, we found that whilst tens of millions is spent on R&D in the haircare market, the brush sector had largely been left behind. Tapping into this theme will be a key consideration moving forward, and a new brand proposition will be launched at the industry signature event, Salon International, in October 2015.