Vidal Sassoon Sues P&G over Contract Breach

Hairstylist Vidal Sassoon sued Procter & Gamble on Tuesday, seeking to reclaim control of his brand name after years of alleged “systematic destruction” by P&G. Mr. Sassoon, who rose to prominence for the short, pixie cut that model Twiggy popularized in the 1960s, charged the consumer products giant with breach of contract and fraud of the product line bearing his name.

He claimed that P&G broke its promises to build his brand and products, and instead ignored them and directed the P&G marketing muscle and resources behind P&G brands, specifically Pantene.

“I feel betrayed,” Mr. Sassoon said in a statement. “I trusted one of the world’s most powerful marketing machines when they assured me that my name represented a billion-dollar brand.”

The suit seeks in excess of $75,000 in compensatory damages and punitive damages that the court considers “just and proper.” In the suit, Mr. Sassoon said that sales reached a peak approaching $470 million in 1995 before P&G “built up only its own reputation and engaged in a campaign of studied neglect and subversion that has virtually destroyed the equity and heritage of the Sassoon name.”

Mr. Sassoon claimed that P&G is “intent” on driving his name into “obscurity and disrepute.”

P&G said earlier this year that it is phasing out the Sassoon line of the hair care products in the U.S., but will keep the name on hairstyling utensils, such as dryers and curling irons. However, the hair care line is still a very strong brand in Asia, said P&G spokeswoman Linda Ulrey.