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Charles Worthington launches new range of BAFTA styling products

By staff reporter , 05-Feb-2009
Last updated on 05-Feb-2009 at 14:12 GMT2009-02-05T14:12:07Z

British hair care brand Charles Worthington will be launching the VIP Results styling range as part of its partnership with the British Academy Film Awards (BAFTA).

Twelve new styling products under the name VIP Results will be added to the Salon Shine Results range and are set to hit stores this month.

In addition, in its role as official hairstylist to the event, the company will showcase themed content on its website as well as offering online competitions to win a BAFTA experience.

Photos of the stars and how to recreate the looks with the new product range will all be available on the website.

Commenting on the move Charles Worthington said: "I'm really excited to announce our partnership with BAFTAs as official Hair Stylist in 2009. We'll be creating some amazing up-do's for the stars and over the coming months we'll be providing you with all the tools and tips you need to recreate those VIP results for yourself."

This is the latest in a number of companies to use themed internet and web content as a tool to increase brand awareness.

Last week saw the launch of US comedy drama Trust Me in which Unilever brand Dove will play a central role.

Starring Eric McCormack and Tom Cavanagh the series follows their adventures in an advertising agency. The Dove brand will become the star of its own storyline as the employees of the fictitious ad agency are called upon to keep the major client happy later in the series.

As well as being integrated into the plot, Dove will also benefit from a number of interactive projects with viewers.

Visitors to the show’s website will be invited to 'be the creative director’ and develop their own Dove hair care advertising campaigns in conjunction with those created by Rothman Greene and Mohr.

However, the internet does not always have to be used as a support for other advertising methods.

British skin care brand Bulldog announced last week the launch of its uniquely internet diffused branded content in partnership with British comedian David Mitchell.

The video podcasts, named the soapbox, will be diffused on sites such as Channel Flip and FHM before viewers will be able to download them and share them with friends via youtube and itunes.