Former ghd agency Propaganda has created a campaign for new hair styling brand Cloud Nine.

Although the new brand is not part of ghd, the launch of Cloud Nine sees the Leeds agency reunited with the original founders of ghd, Robert Powels and Gary Douglas, and Unil Electronics, makers of styling iron technology.

Propaganda has controlled all aspects of the brand creation, including the name, branding, product design and packaging, trade advertising campaign, online social media activity, PR and a consumer press advertising campaign due to break next month – all featuring the message “Less Heat, More Styles”.

The brand's message was built out of research that began in April which Propaganda said found consumers wanting styling irons that delivered results without searing or damaging hair.

Propaganda joint managing director, Laura Kynaston, said: “We are thrilled to be working with Robert, Gary and Unil again. We have been approached by many hair iron brands but have never felt any one could compete with the ghd brand that we built.

"The market reaction to the launch campaign has been outstanding and has reinforced the view that it is more than ready for a new brand."

Cloud Nine founder, Robert Powels, added: "The iron is exclusive to the professional hairdressing industry, and there is no iron currently available that offers this. The strategic programme that Propaganda has developed will ensure that the hair tool remains a professional brand that can only be bought through higher-end salons and through the official Cloud Nine website.”