The next evolution in hair care is here…

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.