By  on June 8, 2007

Less Product is more in John Paul Mitchell system's latest advertising campaign.

The Beverly Hills, Calif.-based professional hair care company is following its 2007 ad campaign shot by Annie Leibovitz sans shampoo bottles and styling aids with a teen campaign focused on sponsored athletes' and select Paul Mitchell Schools students' charitable efforts. The newest ads, primarily aimed at 15- to 30-year-old consumers, are scheduled to appear in Cosmo Girl, Teen Vogue and Seventeen starting in September.

"That doesn't sell one product, but it tells you about our culture," John Paul DeJoria, chief executive officer and co-founder of JPMS, said of the Leibovitz campaign, which made its debut in April Vogue reflecting his dedication to family and nature. "If we do the same thing with the youth of America, they will get that message."

Photographer Steven Lippman, who has shot for PureOlogy, Neutrogena, Anne Cole and Paige Premium Denim, captured eight images for the youth-oriented campaign, dubbed Head for Change, last Sunday and Monday at Sunset 5 Studios in West Los Angeles. Stephanie Kocielski, artistic director for Paul Mitchell, handled hair, Glen Jackson did the makeup, and Paul Beahan was in charge of the wardrobe.

The images' subjects were outfitted in black and white, and were photographed with objects highlighting their activities. For instance, Paul Mitchell Schools student Natasha Vranic, a fashion enthusiast who champions women's issues, was draped in cloth printed with the phrase, "Giving Back is the New Black," while fellow student Matt Fine, a drummer involved with the environmental organization American Forests, was pictured with a drum containing the words "Trees Rock." Snowboarder Lindsay Jacobellis and surfer Holly Beck cradled, respectively, a snowboard and a surfboard with the slogan, "Every Drop Counts."

Albeit subtle, branding is apparent with the John Paul Mitchell Systems logo below the sayings and the black-and-white color scheme, evocative of the brand's packaging and former ad campaigns. "We used to advertise in black and white because that is all we could afford," said Robert Yates, a creative consultant to JPMS. "We have gone back to our roots."

DeJoria, who has become synonymous with the brand in advertising, posed with his daughter Michaeline during the shoot, who also was wearing "Giving Back is the New Black" gear. JPMS is not certain at this time whether the image will be used in the campaign. With hair pulled back into a signature ponytail, DeJoria strolled into the studio casually dressed in jeans, a white linen jacket and black T-shirt, and complimented Lippman on the Jimi Hendrix playing in the background.

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