Photo: Winnie Harlow and Cesar DeLeon Ramirez
John Paul Mitchell Systems® (JPMS™), a leading global manufacturer of professional hair care, launches the XO Your Pro campaign, a love letter to hairstylists around the world. Paul Mitchell brand ambassadors--style icon Winnie Harlow and celebrity hairstylist Cesar DeLeon Ramirez--will star in the campaign, spotlighting their special client/hairstylist relationship while encouraging others to celebrate their own.
XO Your Pro is about uplifting and inspiring the professional beauty community at large, celebrating salon professionals. Since JPMS was founded in 1980 by hairstylist Paul Mitchell and best friend John Paul DeJoria, the brand has always put the hair professional first with unwavering support. This commitment includes the brand’s 360-year trust, which ensures JPMS will remain a privately owned, independent company that maintains professionals at its core.
“At Paul Mitchell, hairdressers hold a special place in our hearts and XO Your Pro celebrates that special bond between coiffeur and client. Hairdressers are not only our stylists, but also confidants and advisors who boost our spirits and make us look and feel our best from the inside out. As a professional-first brand, our people matter most and this campaign serves as an expression of gratitude to all pros, especially following a challenging year,” says Michaeline DeJoria, CEO of JPMS.
Harlow and Ramirez have shared memorable moments throughout the years from photoshoots, global fashion weeks, and red carpets; their bond holds strong through trust, creativity and collaboration.
“It’s so important to feel comfortable with your stylist, and the minute I met Cesar we just clicked. He gets me and it’s no question the relationship you share with your stylist impacts the results everyone sees on screen,” said Harlow. “I hope XO Your Pro encourages us all to take the time to appreciate the pros in our lives. They are so often behind the scenes, but their hard work, talent, and companionship do not go unnoticed. XO Your Pro is all about giving hairdressers the love and appreciation they deserve.”
“Winnie is constantly inspiring me and we work collaboratively to bring our creative vision to life. It’s so true that the stylist’s relationship with their client impacts the final product. I’m honored to be celebrating the magic that is created behind the salon chair with Paul Mitchell,” said Ramirez.
XO Your Pro is Paul Mitchell’s latest initiative to champion the professional hair care community. The brand spearheaded relief efforts at the onset of the pandemic with a stimulus plan, solely designed to support hairdressers and salon professionals worldwide. The JPMS Salon Jumpstart Stimulus is a $4 million USD program that included free hair color, free backbar product, discounted offers across professional product assortment, and enhanced digital support to help beauty professionals generate immediate revenue upon salon reopening. As salons reopen, JPMS continues to support brand partners to ease the transition and positively impact the lives of hairdressers and their clients.
The XO Your Pro campaign will be featured across media platforms, on PaulMitchell.com and PaulMitchellPro.com . Stylists and their guests are invited to share their story using @paulmitchell + XOYourPro on Instagram to be entered to win a package filled with PM products and tools.
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