Salon star in 1.5m hair product push

Top TV hairdresser Andrew Collinge is launching a £1.5m TV and cinema campaign to win supermarket sales for his designer haircare range.

Collinge, whose Salon Solutions range launched at Safeway and Sainsbury’s in October, will star in a campaign breaking on February 24. The ads are by DP&A.

Described by a company spokeswoman as "very provocative", the ads feature Collinge cutting and styling the Russian model Oxana’s hair, interspersed with shots of the Salon Solutions range and close-ups of her face.

Collinge says there is "a gambling element" to the drive but that "designer haircare is the fastest growing part of the sector. I want Salon Solutions to be the one to watch".

The ads form part of a two-year campaign for Collinge. He sponsored a Capital Radio roadshow in November, and is now back in his slot on ITV’s This Morning programme after temporary replacement by rival Nicky Clarke.