Rebellious and sexy are about to collide. Sexy Hair, the professional haircare brand, has announced cultural icon James Dean as the new ambassador for the brand’s Style Sexy Hair line beginning April 2016. This partnership will pay homage to Dean’s iconic, brooding look with a multi-tiered marketing campaign, including use of Dean’s name and photos in advertising, online, in-store and public relations efforts.
“James Dean’s sexy-cool look is a forever-classic, much like our ‘big red can,’” said Jennifer Weiderman, Vice President of Marketing and Education for Sexy Hair. “We are excited to partner with one of the greatest style icons of our time that encompasses the same confidence, flare and attitude that Sexy Hair products instill in its users.”
For decades, Dean has been recognized as the epitome of “cool,” with a devil-may-care demeanor and suave style. His voluminous, perfectly coiffed hair has transcended decades of fashion and trends, and became a trademark all its own. Now, 60 years after his death, Dean remains one of Hollywood’s most enigmatic icons, and “The James Dean” is still one of the most desired hairstyles today.
“The cooperation with the James Dean brand will allow Sexy Hair to put focus on our many successful male grooming products like Hard-Up, Slept-In and Frenzy and further expand in the men’s hair segment, ”said Karl Heinz Pitsch, President and CEO at Sexy Hair. “James Dean’s spectacular legacy will invigorate the Style Sexy Hair collection and further position our brand as a leader in hairstyling products.”
The James Dean marketing campaign, commissioned by Sexy Hair, will include a series of print and digital ads featuring famous James Dean photographs, images and quotes. Debuting in April 2016, the advertising will feature Dean alongside Style Sexy Hair products, ideal for men everywhere to tap into their inner cool. His signature, relaxed style will influence the Style Sexy Hair line, on the brand’s website SexyHair.com, and social media channels including Facebook, Instagram and Pinterest.
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