Morphy Richards is launching the UK’s first cordless hair-straightener for women, backed by a &£1m television and press advertising campaign, next month.
The Mobile Straightener is an addition to the company’s Mark Hill haircare range and is powered in the same way as a mobile phone.
The device will be sold with two chargers, one for a car and another for the mains. The plates heat up in five minutes and provide 30 minutes of continuous full power from an eight-hour recharge. The product will retail for &£29.99 and comes in a gold-coloured box.
Big Communications of Leicester is creating the advertising and Brilliant Independent Media will handle media planning and buying. The TV campaign breaks on September 9 on Channel 4, Channel 5 and satellite channels including E4 and Sky One.
The ad features a young girl using her “mobile straightener” at various locations during the day including work, the gym and a bar. The voiceover runs through the locations saying “straight to work, straight down the gym” and so forth.
Press advertising will follow in October to December in women’s style magazines such as Cosmopolitan, Elle and Marie Claire.
Morphy Richards is owned by the Glen Dimplex Group. This month, the company launches the UK’s first digital iron, with a similar-sized advertising campaign to that for the mobile straightener (MW July 25).