spf15 has been tasked with developing the brand’s digital strategy, which includes developing a new website and developing an eCRM programme.
Charles Worthington, which rivals haircare ranges Toni & Guy and John Frieda at the counter, aims to increase its digital activity in a move to attract and retain its target women audience.
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The agency’s first work for spf15 breaks this month. New features on the website include blogs, tips on achieving celebrity hair and behind-the-scenes footage at London Fashion Week.
Charles Worthington’s haircare range has been developed by its namesake award winning British Hairdresser.
Lisa Barbour, Charles Worthington customer marketing manager, said: "spf15 is a specialist in marketing to women, with unparalleled expertise in the digital arena and a results-driven approach.
“We were impressed by the agency’s understanding that, while driving awareness and engagement is important, the ultimate measure of success is the bottom line. With more than 14 million women accessing the internet every month, spf15’s combination of experience and market insight will be key in developing our strategy.”