Pagan Osborne is to launch an innovative marketing campaign in conjunction with style bar Tigerlily to encourage mothers to take action to protect their children’s financial futures.

With one in four women in a relationship now claiming that they make the majority of the financial decisions, Pagan Osborne is to tap into that trend with its two month campaign “We’ll let you into a few beauty secrets…”.

It kicks off at the end of May and is specifically aimed at mums to highlight issues and solutions available to them on a range of legal and financial issues, from paying for school fees through to matters of guardianship should the unthinkable happen.

Through a programme of direct mail, advertising, email marketing, PR and a complimentary 15% discount card to use at Tigerlily, Pagan Osborne will hold a series of informal weekly chats on Wednesdays over coffee at the George Street bar where mums can meet experts in areas such as trusts, inheritance and wills.

Tania Hemming, Marketing and Business Development Director for Pagan Osborne said: “The Pagan Osborne campaign targets mothers in particular because children figure hugely in everyone’s future aspirations. We all want to protect what we have for our children and ensure that we give them the best possible start in life. But we also have to think about how to deal with the unexpected. Powers of Attorney and Wills that set out children’s guardianship are essential steps to take for any sensible parent. But it can be a daunting prospect to start to look into such matters.

“We hope that by partnering with Tigerlily, mums will be attracted to join us for coffee in a relaxed environment, with the opportunity to chat informally to experts in a range of issues that may confront them in future. By being aware of their options, we hope that mums will be enabled and encouraged to take more of a role in planning more effectively for their family’s future.”