Hair-care brand Nexxus is putting a face with its name.
This story first appeared in the February 14, 2014 issue of WWD. Subscribe Today.
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.”