Do we hair care?

Cut and run campaigns are a wash out

What?: Music’s straight up look needs sharpening:

* Lily Allen is to become brand ambassador for the Braun Satin Hair range of styling products. The six-month UK campaign will begin with Allen performing a secret gig (it’s not now) in London on 2nd October. Braun said it picked Allen because of “credibility she offered to the new range’s target audience of mothers and daughters”.

* Kate Moss – full-time ligger and part-time model – is to launch a hair care line with her childhood friend and professional hairdresser James Brown. James Brown London will sell 16 products including shampoos, conditioners and serums. The website showcases a behind-the-scenes video of a Kate Moss haircut and photo shoot to the sound of The Clash’s ‘London Calling’.

So what?: L’Oreal has made a branding career out of celebrity endorsement, from Beyonce, Natalie Imbruglia, Girls Aloud, etc. Lily Allen has 6,297,444 MySpace friends and perhaps they will all want to buy her hair care. Seeing as they weren’t so hot on her Lily Loves New Look clothing range, it’s doubtful. Once her straight hair and quirky dress style have been mined for endorsement, where next?

Kate Moss is herself a brand that has been boosted significantly by music; via her unfathomable Pete Doherty sensationalism and her almost symbiotic relationship with the excesses of rock ‘n’ roll. The James Brown link again has musical connotations.

www.braun.com

www.jamesbrownlondon.com