The fully-integrated marketing program includes the use of Monroe's name and photos in advertising, online, in-store and public relation efforts. The new tag line "Styles may change but Sexy is forever," is fitting for both brands as both Sexy Hair and Monroe are always in style.
"Not only is Marilyn the sexiest woman of all time, she is known for her self-expression and style," stated Jennifer Weiderman, VP of marketing and Education at Sexy Hair. "We see this partnership as a joining of two great icons - our 'big red can' that continues to fly off shelves, along with Marilyn's ultimate sex symbol status. We are excited to celebrate this in our upcoming marketing campaign."
The "Styles Change. Sexy is Forever." campaign will include a series of print and outdoor ads featuring images and Monroeisms. Debuting in October, the advertising will feature her alongside hero Sexy Hair products.
In addition, the company says her “signature flair and spirit will influence" all Sexy Hair collateral, the brand's website and social media portals.
"The partnership of Sexy Hair and Marilyn Monroe -- combined with a consumer targeted campaign will really take the Sexy Hair brand to the next level," said Karl Heinz Pitsch, president and CEO at Sexy Hair. "It will make it more desirable for consumers as well as stylists and elevate the entire hair care industry as a whole."
Additionally, the brand plans to engage with the star's almost 7 million Facebook fans and nearly 141,000 Twitter followers to promote
product launches inspired by Monroe which are set to roll out in 2014.
"Sexy Hair personifies everything Marilyn represents– beauty, glamour, class, and confidence," said Nick Woodhouse, president and chief marketing officer of Authentic Brands Group. "Contemporary Marilyn would have loved to have partnered with a brand like Sexy Hair because they help women not only look sexy but feel sexy so we are thrilled to make this happen."