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Feather Brooksbank has been appointed to handle the consumer media planning and buying for Great Lengths, the hair extensions brand.

Great Lengths hair extensions are only available through top quality salons and so far the brand has built its consumer profile through in salon communication and PR.  Their first foray into consumer advertising will be focused online, targeting the fashion conscious through core female lifestyle and fashion websites and incorporating rich media.  The campaign will integrate online display and PPC which will drive consumers to a newly launched salon locator which is to feature on the Great Lengths website next year.

Philip Sharp, Managing Director at Great Lengths explained: “The hair extensions market has grown rapidly in recent years but there is at times confusion and negativity surrounding them.  Great Lengths offers ethically sourced superior hair and we use the most technologically advanced application methods in the market coupled alongside leading education courses in the industry for all of our trained stylists. This ensures that our clients receive the best possible service.  We need to differentiate ourselves further by growing the category through consumer marketing which will create demand for Great Lengths and ultimately further consolidate our position as the World’s Leading Hair Extension Company”

Rachel Wilson, Account Director at Feather Brooksbank said: “We’re really enjoying working with Great Lengths. We’ve gained a lot of insight to help us develop our media strategy, spending time talking to consumers, understanding their motivations and the process they go through to choose extensions”.