CLOUD NINE, the award-winning hair styling tools company based in Yorkshire, has appointed Julian Kynaston, founder and CEO of Propaganda Brand Consultancy, as its new brand director. This role will be added to Kynaston’s existing responsibilities at Propaganda and as chair of the menopause awareness campaign body, GenM.
The appointment strengthens the longstanding relationship between the two Yorkshire-based brands. Propaganda played a crucial role in the creation of CLOUD NINE in 2009, and the haircare brand recently reappointed Propaganda as its lead marketing and creative agency. The seven-figure account, previously managed by IMA Home, was awarded to Propaganda without a formal pitch, highlighting the strong partnership and mutual trust between the brands.
As CLOUD NINE aims to expand globally, focusing on retail and eCommerce growth, Kynaston’s extensive experience will be pivotal. With 15 years of leading innovation in the hair styling industry, Kynaston brings expertise that is expected to further solidify CLOUD NINE’s position in the competitive market. Propaganda’s 30 years of experience in delivering strategic brand recommendations and impactful creative campaigns will also be a key asset in helping the brand grow.
Kynaston’s background includes marketing director roles at ghd haircare, where he developed the brand’s first positioning and introduced it to international markets. He also founded the beauty brand Illamasqua, revolutionizing the global beauty industry with innovative advertising.
Kynaston shared, “After a 14-year absence, I’m back to shape up the world of styling irons! I’ve been working closely with the CLOUD NINE team since they re-engaged with Propaganda last August. Together, we’ll deliver their ambitions and prove our passion for the brand.”
Martin Rae, founder of CLOUD NINE, expressed pride in the company’s achievements over the past 15 years and noted, “We want to leave a legacy and step into our role as the only challenger brand to the market leader. Bringing Julian back was the most logical decision to make a huge impact in the styling tools market.”
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