Hair care brand Curlsmith has appointed Isobel as its first ever creative agency to help launch its new product across the US, UK, Canada, and Europe.

As part of its new remit, Isobel will create a new campaign to launch Curlsmith’s latest product from 4 April across digital and social channels.

“We wanted to find a creative partner who really got our brand and our audience, and in Isobel, we found that. We’re all very excited,” Curlsmith chief marketing officer, Vicky Metcalfe said.

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The London shop will now work alongside Curlsmith’s LA-based media agency MuteSix to drive greater international awareness of its products as it looks to gain greater market share in the UK.

Isobel managing partner, Jamie Williams added: “Curlsmith is a fantastic and authentic brand that’s grown rapidly, and this is a really exciting opportunity for isobel. I can’t wait to see the campaign we have in development go live.”