blonde ambition.
The Sexy Hair brand’s fall marketing campaign has some bloggers shaking their heads. Rather than trotting out fresh-faced modern models to tout their products, Sexy Hair is revving up their Big Sexy Hair Spray & Play Volumizing Hairspray’s marketing with retro appeal and the alluring looks, and locks, of actress and model Marilyn Monroe. The platinum icon appears alongside her own coquettish quotes about style and sex appeal, and the each ad is topped with apt the tagline “Styles change. Sexy is forever.”
“By joining forces with Marilyn and using her image for our upcoming marketing campaign we hope to strengthen the sex appeal and allure of the Sexy Hair brand,” — Karl Heinz Pitsch, President and CEO of Sexy Hair
“By joining forces with Marilyn and using her image for our upcoming marketing campaign we hope to strengthen the sex appeal and allure of the Sexy Hair brand,” Karl Heinz Pitsch, President and CEO of Sexy Hair said. “We couldn’t have asked for a better testimonial.”
The Frisky wrote, “Sexy Hair purchased the rights to images and quotes from Monroe’s estate to create ads for its Spray & Play hairspray, which Monroe herself obviously never used (a partnership with Aqua Net probably would have been more accurate)…. Sexy Hair is far from the first company to use Monroe’s image to shill products: MAC released a Monroe-inspired collection last year, and the year before that, Dior used some high-tech trickery to have Monroe star alongside Charlize Theron in a TV commercial. Not to mention the endless celebs who take it upon themselves to impersonate the Hollywood legend (with varying degrees of success).”
The Spray & Play Volumizing fast-drying and humidity-proof formula is supposed to create a supple volume, calling it “moveable lift and hold” that “leaves hair manageable and super shiny while defending it against damaging UV rays.” Ulta users give it a pretty fantastic four and-a-half out of five rating, so perhaps it is worthy of the blonde bombshell’s posthumous endorsement. An additional new special edition Sexy Hair product featuring Marilyn is also due to launch later this year, according to Women’s Wear Daily. Is Sexy Hair’s marketing with Marilyn a weak gimmick or a wise boost to create buzz? — Casandra Armour
