Channel 4 and Remington Share Powerful Stories about the Importance of Hair

Channel 4 is launching a new branded entertainment partnership with electrical personal care brand Remington®. GRWM: My Hair Journey will be live across Channel 4’s Instagram, TikTok, Facebook, and YouTube channels from Tuesday 2 April. 

The eight-part short-form series sees a cast sharing powerful stories about the importance of hair in reflecting their identity and personal journeys, while using styling tools from Remington ONE™ collection to get ready, demonstrating Remington’s most effective multi-functional tools for drying, styling, trimming, and shaving. The series complements the ‘EVERY HAIR, EVERYWHERE EVERY ONE’ campaign for the launch of Remington ONE, developed by McCann Bristol.  

Created by Channel 4 Sales’ Branded Entertainment team alongside 4Studio Productions, the content will live as 4Shorts, Channel 4’s short-form social offering that gives brands like Remington the opportunity to reach Channel 4 audiences across multiple social touch points.

The partnership is the latest example of Channel 4 delivering its Fast Forward strategy, offering innovative content and audience opportunities for brands that further its leadership in digital. The series highlights Channel 4 Sales’ unique capability to deliver for clients and agencies across the Nations and Regions – with the commissioning and production based in Leeds and the activity booked out of Wavemaker North with Remington’s global and UK marketing teams in Manchester.

Ewan Douglas, head of sales (N&R) & business development at Channel 4 said, “This campaign builds on our track record for driving impact, generating conversation and building change through entertainment for brands such as Remington.” 

Catherine Gort, global VP marketing for Remington said, “We were delighted to collaborate with Channel 4 and this diverse group of contributors to celebrate the universal power of hair for the launch of Remington ONE. Their personal stories powerfully demonstrate the complex and emotional relationship that we all have with our hair, and how styling, trimming or shaving it can have a huge impact on how we see ourselves and how the world sees us.” 

Emma Slater, regional managing director, Wavemaker North, said. “We are proud that the exceptional collaboration on this campaign has delivered unrivalled work, which has consumer insight at its heart… we know the Channel 4 audience are going to love the work, and of course Remington ONE.”