EL PASO, Texas Vidal Sassoon is supporting the launch of its Vidal Sassoon Answers hair styling line with a national advertising campaign on top television fashion shows, online and via sponsorship of a made-for-television movie about fashion icon, Coco Chanel.
“We are breaking new ground with the Vidal Sassoon Answers line, we wanted to do a major ad campaign that is innovative as well,” stated Jeff Willard, vice president of marketing at Helen of Troy. “We will be able to show millions that there is an answer to their styling problems, and it’s using the right tools for their specific hair type.”
Vidal Sassoon Answers is being marketed as the first line of styling tools designed specifically for different hair types: fine, normal and coarse. The line includes dryers, straighteners, curling irons and brushes. They are color-coded: purple for coarse hair, blue for normal hair and orange for fine hair.
Featuring the “Your Hair Knows” tagline, the Vidal Sassoon Answers TV ads bring to life the problem of using the wrong styling tools. As the ad unfolds, the hair “comes to life” to reject the wrong styling tools and embrace the new Answers line. Doner, an independently owned advertising agency, created the campaign.
As part of the campaign, Vidal Sassoon Answers will be the exclusive hair care sponsor of Lifetime’s movie “Coco Chanel,” starring Shirley MacLaine. The move premieres Sept. 13.