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Price Attack launches marketing campaign to support rebrand

Family-owned hair care retailer Price Attack has rebranded in a bid to stay competitive in the saturated hair and beauty industry.

Price Attack said its new brand strategy and accompanying revamped logo, salons and products, signals a new era and direction for the brand.

The ‘Get the Look’ campaign, which will run across radio and television to support the marketing push, features different women going to work, driving around their kids and cooking.

Jamie McDougall, chief marketing officer at Price Attack, said the company needed to rebrand to ensure it stayed relevant and competitive.

“Price Attack’s been a destination hair salon for three decades, and while our core value to offer a quality, professional and friendly hair experience remains the same, I wanted to refresh our look to appeal to all demographics.

“My goal was to develop a brand campaign that empowered women to feel valued, confident and comfortable without the overpriced price tag that comes with many upscale hair salon.”

The campaign was created by Prodigy Plus.

Out with the old…

Wade Easton, creative director at Prodigy Plus, added: “We worked closely with Jamie on understanding how far we needed to push the brand outside of Price Attack’s current boundaries.

… In with the new

“We worked on de-cluttering the current offering, modernising the logo, brand assets and lifting the brand values to incorporate empowering women from all walks of life.”

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