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Beauty Supply Outlet breaks new campaign

The Beauty Supply Outlet has begun a new advertising campaign called "Behold." The campaign, developed by Tag Idea Revolution of Toronto, includes radio, online, print and out-of-home ads aimed primarily at women. The creative focuses on the hair and beauty brands available at the chain's 37 locations in Ontario. The campaign also makes use of sponsorships with the All About Style segment on radio station CHUM FM, as well as online publication The Kit and LouLou magazine. In-store materials are also in use. The campaign will run until the end of the year. "We believe our layered approach to BSO's campaign will deliver increased awareness scores for the brand as well as increased sales," said Deanna Keffer, senior media strategist at Tag. "BSO has immense brand equity in the category and has a strong franchise group to support all its efforts. Their full-on support of this campaign will help drive the message at store level." Tag won this account earlier this year in a competitive review involving an unknown number of firms. The Beauty Supply Outlet is a subsidiary of Regis Corporation of Minneapolis.

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