By  on October 17, 2008

Just a month ago, when Sebastian Professional sponsored the backstage hair portion of designer Charlotte Ronson’s spring 2009 fashion show, it seemed as if the pro brand was simply doing what dozens of other beauty brands do in the way of cementing a high-profile appearance during New York’s buzz-worthy fall event. But last week Sebastian executives announced that its relationship with Ronson is more than just a sponsorship, and that the designer, best known for her feminine dresses, will be the face of the hair care brand’s upcoming product launch.

For a woman who attended the brand’s press event in her trademark slept-in ponytail, smudged eyeliner and torn fishnet stockings tucked inside purple suede wedge heels, Ronson appears almost unrecognizable in the Sebastian ads, where her hair is styled sleek and sophisticated, complete with flawless makeup.

Ronson admitted that while shooting the ads was fun, her look in them “is not what I would do but that’s what balance and collaboration is about.”

The new line, Flaunt Collection, includes four multifunctional products, each of which aims to achieve a stand-alone function, but ultimately is made to create shine. There’s Trilliant, the line’s hero product and the item that the ad featuring Ronson is centered around, which is a thermal protection and shimmer complex designed to condition hair and protect it from heat styling tools. Then there’s Shine Define, a hair spray formulated to maintain flexible hold and provide a shield from heat tools. Halo Mist, a weightless shine spray, has been designed to create shine with UV protection. Finally, Liquid Gloss uses silicones to smooth and shine hair, and also de-frizz locks.

Sebastian, which is owned by Procter & Gamble Co., is sold in about 10,000 salons nationwide and was relaunched earlier this year in an effort to refresh its packaging and reformulate its products to better meet consumers’ needs. Prices for Flaunt start at $15.95 for Shine Define and reach $19.95 for Trilliant. Industry sources estimate Flaunt could generate about $25 million to $35 million in first-year sales.

The ads featuring Ronson will begin appearing in beauty magazines in January, just as products begin entering salons.

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