Celebrity hairdresser James Brown is launching a range of hair care products that have been inspired by Kate Moss. Brown has worked closely with the model to create the range, which launches next month.
The James Brown London range will include shampoos, conditioners, treatments and a styling spray for different hair types such as dry and combination.
It will come in simple white packaging and be available exclusively in Boots from launch. There are also plans to expand into Europe at a later date.
James Brown London director Quentin Higham says: “The white packaging is designed to create a bit of calm in the category. An aisle of hair care products is a riot of colour and product variations.
“The James Brown London brand represents simplicity. There will be no special formulations for different coloured hair or for straight and curly hair. These are straightforward and natural products.”
Moss will feature in the advertising but not on the packaging or branding. A press campaign will appear in high-quality women’s titles, such as Vogue, from the end of October. The creative work has been developed in-house and media planning and buying is by BLM Red.
There will also be online activity and a viral campaign is to be sent out from October 19. The viral ad features candid footage of Moss and Brown at a photoshoot and shows the relaxed nature of their friendship.
Moss and Brown grew up together in Croydon and have supported each other throughout their careers. They once shared a flat in New York and it was reported that Moss stayed with Brown following her split from Babyshambles frontman Pete Doherty.