Hair-care brand Nexxus is putting a face with its name.
Beginning in the spring, blonde-haired Molly Sims will be featured in a campaign to promote the brand’s new Color Assure line, designed to extend the life of color-treated hair. The partnership will include Sims undergoing a “dramatic” hair color change by Nexxus’ newly appointed celebrity color expert Aura Friedman, then utilizing the collection and discussing her experience across digital outlets.
“What I think is important about Molly is that because she’s really using the product and doing it in a real-time way, we are very much using her as if she’s any [consumer],” said David Rubin, senior vice president of marketing for Nexxus parent Unilever. “There’s nothing like seeing something in action to believe it yourself.”
Although Rubin said the brand’s Facebook page will be the “primary regular vehicle” for sharing her results, Sims will also reach out to her own social media fans and be featured in traditional print ads for the brand. “Molly is very relatable to the Nexxus woman and one nice thing about a public personality is that her hair always needs to look great under a lot of stress, which is a good test,” said Rubin, adding that this is the first time Nexxus has partnered with a celebrity to date. “We want to embrace the idea of educating the end consumer on how they get the most out of our products in a two-way dialogue in a way that takes advantage of technology.”
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)
After showing in front of the Eiffel Tower for his last two women’s ready-to-wear collection, it looks like @anthonyvaccarello may be heading to the Big Apple. Sources say the designer will stage his next @ysl show in NYC on June 6. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion