"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."
Dean remains one of Hollywood's most enigmatic icons—even 60 years after his death, 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 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, according to the firm, on the brand's website SexyHair.com, and social media channels including Facebook, Twitter and Pinterest.
Sexy Hair is a fan late of iconic Hollywood stars; the firm also uses Marilyn Monroe's image.