International styling tools manufacturer, Cloud Nine, has revealed its rebrand and repositioning, courtesy of Propaganda.
The brand is aiming to “reinvigorate the dated hair straightener sector” and position itself as an alternative to the current market leader by focusing on personal style, rather than “unattainable perfection.”
The Strength + Kindness messaging was born after Propaganda’s research found that more and more consumers are limiting heat styling to maintain hair health.
In marks a homecoming for the Leeds agency, which played a pivotal role in creating Cloud Nine in 2009. Propaganda CEO and founder, Julian Kynaston also has a joint role as Cloud Nine’s Brand Director.
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“Having been there at the start of Cloud Nine, it’s really exciting to be back helping to launch a new era for the brand,” said Laura Kynaston, Managing Director at Propaganda.
“Cloud Nine is in a very special position with their size, brand awareness and unique technology, but to truly embrace their role in the market we needed to really clearly communicate their proposition to consumers. With this new brand, Cloud Nine is stepping up to meet beauty consumers where they are and is poised to completely shake up the sector.”
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The rebrand includes a refreshed consumer website, updated social media strategy, retail POS updates and targeted activity with a leading professional trade publication.
There’s also a focus on Susan Powls, co-founder and Honorary Chair of Cloud Nine, who played a pioneering role in the growth of the ceramic styling industry. She coined the phrase “good hair day,” which went on to inspire ghd’s name.
“Cloud Nine has always had the product to rival the category leader and now we have the brand to match,” said Martin Rae, founder of Cloud Nine.
“‘Strength + Kindness’ gives consumers a real choice, with a brand that puts hair health first. We couldn’t be more pleased with Propaganda, from the deep insight they’ve given us to the creative and strategic rigour they have delivered. We look forward to continuing to work closely with the fantastic Propaganda team.”
