Mark Hill appoints PR agency Democracy to boost product visibility.
- The Pick N Mix Flexi Air Styler is set to challenge competitors.
- Democracy aims to expand Mark Hill’s customer demographic.
- The agency will target media relations and expert positioning.
- The launch aligns with key retail season initiatives.
Mark Hill, a renowned name in the hair care industry, has appointed the Manchester-based PR and social media agency Democracy. This strategic partnership aims to enhance the visibility and sales of Mark Hill’s latest innovation, the Pick N Mix Flexi Air Styler. This move highlights the brand’s commitment to increasing its market presence and achieving substantial growth.
The Pick N Mix Flexi Air Styler, designed by celebrity stylist Mark Hill, introduces a three-in-one interchangeable system that offers adjustable heat and speed settings. This novel tool has been inspired by real women, aiming to provide them with versatile styling options and help them make the most of their hair. By doing so, Mark Hill positions the product as an affordable alternative to other high-end stylers like Dyon Airwrap, Shark FlexStyle, and Mermade Aircurl.
Democracy’s mandate includes widening Mark Hill’s existing customer base and reaching out to new demographics. Through targeted media relations, expert positioning, and strategic events, the agency plans to highlight the product’s key features and performance, ensuring it resonates with potential consumers. This initiative is particularly timely as the brand seeks to capitalise on the upcoming festive sales period.
Gemma Montgomery-Dickens, the Marketing Director at Mark Hill, emphasised the significance of this collaboration, noting that choosing the right partner was crucial for their first consumer PR investment in years. Her remarks underscore Democracy’s clear focus on delivering results and their evident passion for the brand. This launch is pivotal as it precedes a crucial sales season.
Jennifer O’Grady, the founder of Democracy, articulated the agency’s strategy of positioning the Pick N Mix Flexi Air Styler as a high-performing yet affordable luxury product. Her focus is on ensuring that the product’s performance and its value proposition effectively reach key influencers and beauty media, thereby driving consumer engagement and sales.
This collaboration between Mark Hill and Democracy showcases a strategic effort to elevate brand visibility and consumer engagement.
