Boohoo Group is making significant strides in the beauty sector, and its beloved brand PrettyLittleThing (PLT) is the latest to announce a major move in hair care.
PLT is ramping up its at-home hair care offerings through a strategic partnership with the renowned Mark Hill brand. This collaboration grants access to a range of Mark Hill Hair products, including the highly sought-after Pick ‘N’ Mix collection. This assortment centers around a hot air styler tool handle with over 20 versatile attachments, enabling customers to effortlessly create salon-quality hairstyles from the comfort of their homes.
What makes this partnership even more remarkable is that it follows Mark Hill’s decision to end its exclusivity agreement with high street retail giant Boots. Consequently, PLT becomes the first online retailer outside of Boots to offer Mark Hill Hair products. This marks a significant shift for the haircare brand, venturing into the online marketplace for the first time in two decades.
This strategic move is designed to reach a broader audience, with the ideal target demographic being PLT’s 16-41-year-old customers. The collaboration with PrettyLittleThing seamlessly aligns with Mark Hill’s vision, as both brands share a common creative direction and the ability to curate complete looks that perfectly complement their product offerings. This partnership opens up numerous opportunities for product development and the potential to make a distinctive impact in the market.
Furthermore, the PLT-Mark Hill collaboration is set to benefit from Mark Hill Hair’s recent out-of-home (OOH) advertising campaign featuring Love Island’s Chloe Burrows. The campaign showcased the brand’s new jumbo waver curling wand and added a playful twist by highlighting that the brand’s styling tools are often mistaken for something else, injecting a fun element into the hair care narrative.
This partnership is poised to invigorate the hair care market and bring an exciting range of products to PLT’s fashion-savvy customers, making it easier than ever to achieve stunning, salon-quality hair at home.
