Personal care and beauty appliance company Conair Corporation, owner of the Revlon haircare brand, is to invest up to £7m on pan-European advertising following its acquisition of BaByliss SA.
The US company acquired BaByliss late last month, and the company says pan-European branding campaigns are planned for BaByliss and Revlon this year.
Although advertising is handled in-house, Conair is considering appointing an agency to oversee its new European ad budget, worth between £5m and £7m.
Conair Corporation Europe managing director Simon Russell says Conair will invest heavily in the Revlon brand, which it launched into the home haircare appliance sector in December. At least two TV campaigns are planned over the next year.
Conair will also develop a series of personal care goods, such as nailcare and facials, under the Revlon brand name, adds Russell.
BaByliss, which is best known in the professional sector for haircare appliances, will feature in at least one TV campaign