Candidates will be asked to create a profile on the “Make Me Front Row” website and ask other users to vote for them.
The ten most popular candidates will then take part in a series of challenges to determine the final winner, who will sit in the front row at London Fashion Week and write a blog that will be featured in Grazia magazine alongside a story about their experience.
The campaign, created by DLKW, will also be supported by online advertising on fashion magazine websites and coverage in Grazia.
The Charles Worthington creative team, who created Front Row, will also go on tour to visit five key cities around the country to provide free restyles and help recruit candidates for the “Make Me Front Row” competition.
The branded event has been devised by experiential agency Pentagon Event Marketing in conjunction with DLKW.
The new Charles Worthington line launched in Boots stores last week. It is positioned to go up against styling brands including Wella Shockwaves, L’Oréal Professional and Toni & Guy branded products.
Other Charles Worthington haircare brands include Salon Shine Results, Dream Hair and Cwstyle.com.