Propaganda appoinment was Crystal Clear to leading beauty brand

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.”