Propaganda has confirmed to The Drum that it has been appointed by UNIL, the original hair straightening iron manufacturer for ghd as its marketing agency.

The Korean based company is to launch as it looks to directly compete against ghd for dominance in the UK market.

The company up until recently still manufactured the iron which it worked with ghd founder Martin Penny to sell through out the UK.

Julian Horberry planning director at Propaganda , confirmed to The Drum: “A substantial research programme had confirmed that the time was now right at both a salon and consumer level for a serious competitor iron to emerge onto the market. We have been approached many times since resigning ghd to work for other iron brands but to date the technology and budgets have been restrictive. UNIL has developed an iron which throughout our testing has outperformed all other irons on the market”.

The new iron will hit the UK market late summer this year.