March 2009
Leo Burnett has created a sophisticated integrated campaign for hair brand Vidal Sassoon. The campaign is planned to elevate Vidal Sassoon’s image in China, establishing it as a high fashion brand while sustaining its reputation for professionalism in hair products.
Rather than focus on technical and functional hair benefits, this campaign titled ‘Inspirations’ drives complete fashion trends instead by paying tribute to Vidal Sassoon women; young, style-savvy Chinese women, passionate advocates of the latest fashion trends, whose self-expression not only brings about self-esteem, but also an important sense of achievement and empowerment.
By collaborating with partners in the fashion and beauty industry, Vidal Sassoon offers them the most fashionable total look for each season and the tools needed to create them.
The “Inspirations” campaign leverages on an important asset of Vidal Sassoon; the Vidal Sassoon Academy.
Similar to high-fashion clothes designers, inspiration is essential to the Academy’s creative directors as they develop their new collections. It is what they use to describe the concept and characteristics behind their collections every season. Special Vidal Sassoon product offerings will be launched to help customers maximize their beauty with each new trend, as well as complementary products from partners in the fashion and beauty industry, ranging from clothes and makeup, to fragrance or nail colours.
Said Eddie Booth, Chairman Leo Burnett Greater China, “Vidal Sassoon is passionate about hair and style, seeking to make ‘Beauty Junkies’ fashion dreams a reality. The ‘Inspirations’ campaign offers these women a total look, including the tools they need to create them. Vidal Sassoon is living true to its ambition; to become not just a brand about beautiful hair, but a complete fashion brand that captures the attention and imagination of its customers.”
Introducing the first collection from this campaign, the ‘2009 Spring/Summer Look Of The Season’ draws inspiration from the theory of deconstruction and applying it, produces a new collection of deconstructionist hairstyles and fashion that involves collaboration with fashion chain I.T..
“We deconstructed the fundamentals of architecture, and things like fragmented and layered forms are what stand out. Using hair as the core, through the cuts, we fully express the beauty of layered form,“ said Vidal Sassoon Academy’s Meepoh Loh, talking about how she took characteristics of deconstructionist architecture and developed one of her new haircuts for the season.
The campaign will include TV commercials, print, outdoor, events (including a ‘deconstruction’ fashion show by Vidal Sassoon and I.T.), online banners and a dedicated website.
At the same time, the brand is being re-launched with a full line-up of completely new, sleek-looking packaging developed based on the idea of ‘deconstruction’ as well.
It also offers an upgraded formula that removes frizz and split-ends, making it perfect for customers to wear the latest ‘deconstructionist’ hairstyles–where the hair’s sharp forms and clean silhouettes are essential for the look.
“I am truly excited by the new campaign. It has been a great journey with the agency and we are thrilled with the result. It captures what Vidal Sassoon truly is and has always been: a professional brand that is all about ‘Expertise and Creation in Hair.’ It is visionary on hair looks and styles, and the products that help to achieve them,” said Judith Azoulay-Acoca, Associate Director of Greater China - Advertising Development, Procter and Gamble Greater China.
“This is what we wanted to reflect in our new campaign, featuring our ‘Look of the Season for this Spring/Summer 09.’ We also wanted to reflect the inspiration, and the innovation in our Hair Care products that help achieve those looks. The team is inspired to continue that exciting and creative journey!”
............................................................................
Read LEO BURNETT ARTICLES on TAXI Design Network
Want to see what 24 hours of creative awesomeness look like? Click here.
This news message is supported by The Creative Finder, an online platform for photographers, illustrators, designers, and art directors to promote their portfolios towards new clients and collaborators. Creatives who wish to sign up for an account can save 10% off annual fees with promo code 'designtaxi'.
