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.”
Breaking: @cushnieetochs’ co-founders @carlycushnie and @ochsmichelle are parting ways. After a 10-year run, Ochs is leaving the brand. Get the full story on WWD.com – link in bio. #wwdnews #wwdfashion
@maybelline’s Kanako Takase had snow bunnies in mind when creating the beauty look for @philipppleininternational. Playing off of the bedazzled snowboards in the collection, Takase mixed two highlighters together for a luminous sheen. #wwdbeauty #nyfw (📷: @jilliansollazzo)
“There’s a huge gap between the old way of doing things and today. It takes the youth to help evolve that. You have to count on the kids today to help lead you into the future. A lot of these retailers are stuck in the past. Communication is the biggest thing,” said @ronniefieg of @kith on the youth’s role in retail. On Monday night, Jeff Staple moderated a keynote session with Fieg and @syresmith at Assembly - a series of workshops, talks and keynotes addressing topics or issues in the apparel industry. Head to WWD.com to read more advice from Fieg and what Smith thinks of his dad @willsmith’s Instagram account and sustainability (📷: @weston.wells)
@joansmalls closed the @michaelkors fall 2018 show in black sequined pants and a varsity T printed with 19 on the front and 81 on the back. 1981 – the year Kors went into business. #wwdfashion #nfyw (📷: @giovanni_giannoni_photo)
“You think your life is going to be a certain way, and nothing you thought would happen ends up happening. Never in my wildest dreams did I think I’d be designing clothes and working with Mickey Drexler, and building something I’m deeply proud of,” said Jenna Lyons. Nine months after leaving @jcrew, Lyons is exploring the meaning of happiness. Read the interview, where Lyons talks about reinvention and more on WWD.com – link in bio. #wwdfashion (📷: Farrell) #jennalyons #jcrew