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Marilyn Monroe to Become the Face of Sexy Hair
Posted: July 24, 2013
Professional hair care brand Sexy Hair announced global hair icon Marilyn Monroe as the brand's spokesperson. This multi-year partnership will pay homage to the starlet's iconic look with a marketing campaign, followed by the release of a special edition product to be unveiled later in the year. The fully integrated marketing program includes the use of Monroe's name and photos in advertising, online, in-store and public relation efforts. The new tag line "Styles may change but Sexy is forever," is fitting for both brands, as both Sexy Hair and Monroe are always in style.
Often imitated but never duplicated, it is no secret that Marilyn Monroe used her alluring blonde tresses to land her the reputation as the timeless image of glamour and sexiness. She once noted, "In Hollywood, a girl's virtue is much less important than her hair-do." Even in the 51 years since her passing, Monroe's spirit is injected into countless movies, television shows, and photo shoots, showcasing her celebrated glamour, beauty, playfulness and smart wit.
"Not only is Marilyn the sexiest woman of all time, she is known for her self-expression and style," stated Jennifer Weiderman, VP of marketing and education at Sexy Hair. "We see this partnership as a joining of two great icons—our 'big red can' that continues to fly off shelves, along with Marilyn's ultimate sex symbol status. We are excited to celebrate this in our upcoming marketing campaign."
The "Styles Change. Sexy is Forever." campaign, developed by creative agency YARD, will include a series of print and outdoor ads featuring images and Monroeisms. Debuting in October 2013, the advertising will feature her alongside hero Sexy Hair products, including Big Sexy Hair Spray & Play and the new Style Sexy Hair Spray Clay. Her signature flair and spirit will influence all Sexy Hair collateral, the brand's website, and social media portals including Facebook, Twitter and Pinterest.
"The partnership of Sexy Hair and Marilyn Monroe, combined with a consumer targeted campaign, will really take the Sexy Hair brand to the next level," said Karl Heinz Pitsch, president and CEO at Sexy Hair. "It will make it more desirable for consumers, as well as stylists and elevate the entire hair care industry as a whole."
Additionally, the brand plans to engage with the star's almost seven million Facebook fans and nearly 141,000 Twitter followers to promote product launches inspired by Monroe which are set to roll out in 2014.
"Sexy Hair personifies everything Marilyn represents—beauty, glamour, class, and confidence," said Nick Woodhouse, president and chief marketing officer of Authentic Brands Group."Contemporary Marilyn would have loved to have partnered with a brand like Sexy Hair because they help women not only look sexy but feel sexy, so we are thrilled to make this happen."