D2C Hair Colorist Madison Reed Consolidates Media At Dentsu X

Madison Reed, a direct-to-consumer hair coloring marketer that disrupted the salon industry during the pandemic, has consolidated media for its direct, wholesale and retail businesses at Dentsu X, powered by 360i.

The Dentsu unit will handle all buying and planning for he account.

Billings were not disclosed, but the San Francisco-based startup saw its sales grow by a multiple of 12 last year, even as it continues an expansion into brick-and-mortar sales post-pandemic.

The company said it will open 15 new "hair color bar" locations this year, bringing its owned-and-operated retail location to 50 with more planned fro 2022.

In addition to digital media, Dentsu X will handle paid social, paid search, programmatic, out-of-home media, affiliate marketing, and broadcast buying for the account.



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