KHJ to Market Elizabeth Grady

Elizabeth Grady has selected Kelley Habib John Integrated Marketing to craft a campaign positioning the client as a leader in the salon niche.

The Medford, Mass.-based skin- care company tapped Kelley Habib John following a review of undisclosed agencies. Initial spending will be $500,000-1 million, agency officials said, but the budget may grow significantly as the client looks toward regional expansion.

The upcoming advertising campaign will be the company’s first in recent years; Elizabeth Grady has relied primarily on word of mouth to bring clientele to its 25 salons in New England and New York. It hopes to generate more awareness and expand its presence to 100 salons in the next five years.

While the agency has not worked with cosmetics clients, it does have considerable experience in marketing to women via healthcare advertising.

“One of the appeals of our shop is having worked in healthcare, [which represents] a primarily women-based buying decision,” Agency president Judy Habib said. The shop has created campaigns for Delta Dental Plan of Massachusetts, Caritas Christi Health Care System and Lowell General Hospital in Lowell, Mass.

“KHJ’s … comprehensive understanding of the women’s market made them the natural choice for this new campaign,” said client president John Walsh.

Print and radio ads for Elizabeth Grady will launch next month in local media. Print ads will probably show models being treated at Elizabeth Grady’s salons and tout the importance of a regular, professional skin-care regimen to achieve healthy, younger-looking skin.

Direct marketing materials are also in the mix, with Web site design a possibility in the future, according to Habib. The shop will also be involved in employee-training programs for the client.

Elizabeth Grady represents the agency’s first major win in 2002. Last year, it picked up work for Digital Learning Interactive, the Massachusetts Housing Finance Agency and Syncra Systems.