“Each year, we work with one of the leading icons in British Hairdressing to create a forward-thinking and innovative campaign and this year we’re pleased to announce a partnership with the award winning media favourite, Richard Ward.” Eva Proudman Managing Director of Racoon International Richard's hair attitude is about making women feel beautiful - his signature look is sexy, glamorous, wearable hair, a philosophy Racoon is keen to work with this year!  A regular on television, Richard is often seen on programmes such as This Morning, GMTV, and LK Today. He is also the resident hairdresser for ITV’s prime time show, Susannah & Trinny Undress and Dress the Nation, plus the hair expert on LK Today’s Search for Model show and with his regular hair advice in the national press, he’s known in the industry as one the ultimate high-profile hairdressers.  Richard and his team promote Racoon in the award winning and uber glamorous Hair & Metrospa and have created looks on Celebrity Big Brother’s Chantelle, actress Sarah Parish and countless viewers on his trademark makeover TV shows.

Here Richard chats to us about his involvement with Racoon this year…

What can we expect to see from your influence this year?
“I’m buzzing with ideas for Racoon’s campaign – expect to see lots of beautiful, gorgeous hair but we’re not talking about just going long, it’s a combination of different textures and lengths to really show off how versatile Racoon hair extensions are.  It’s important that people will look at the styles and say ‘”that’s what I want”.  It’s going to be an exciting year!”

Why is Richard Ward and Racoon such a great partnership?
“There is a great synergy between our two companies.  We think Racoon are true innovators in the field of hair extensions; we have great staff and client feedback from using them in the salon and believe they are leading the way in their field.  From a technical point of view, both myself and the Artistic Team love experimenting with Racoon in all aspects of stage and photographic work.  Hellen and I also admire and respect the way they support the industry and the involvement they have with all aspects of it, from the Hair & Beauty Benevolent to The Fellowship for British Hairdressing, they are fully immersed in our profession.”

Where do you see the trend for extensions styles going this year?
“I hope both stylists and clients alike will start to see their true versatility.  Hair extensions don't have to be a whole head of bum-length extended hair! They are great for thickening, making hair look and feel heavier and chunkier and adding texture, volume, colour and movement.  We need to get a little more creative with what we can achieve with them!  Look at Posh - she's recently used them to add colour to her new LA Pob in a very subtle, clever way.

Who do you think has been a great/bad ambassador for extensions?
Richard: “I like celebrities who wear extensions, not the other way round!  There are many celebs who wear extensions really well too subtly enhance their look and go unnoticed in the media – for example when Sharon Osbourne used Racoon to correct a bad hair colour disaster, or when Jade Jagger used Racoon to add some summer highlights to her hair.  Extensions are great for thickening up the length of hair or to create more body, Jodie Kidd is a great example, she uses extensions to add a touch of Racoon volume to her hair!  I hate the 'dead rat' looking hair extensions that some celebs use where the extensions are poorly applied and of terrible hair quality - the ones that don't even look like real hair.  There is a Blue Peter presenter, Zoe Salmon, who did the Comic Relief Fame Academy. I just wanted to cut all those chavvy extensions off!!!!!

If you’d like to visit the Richard Ward Hair & Metrospa for a Racoon consultation, call them today on 020 7730 1222 or visit www.richardward.co.uk