Beauty and Broadway have come together to deliver a renewed hair care brand’s youthful, style-oriented message.
As exclusive beauty sponsor of “Legally Blonde the Musical,” the Vavoom hair care brand takes center stage within a set-designed salon, where many of the musical’s key scenes unfold, including the lead character’s take on how to catch a man.
Audience members of the musical, which opened Sunday night at the Palace Theatre, saw Vavoom products prominently displayed on shelves of The Hair Affair salon, as well as in the dorm room of lead character Elle Woods (played by Laura Bell Bundy). Vavoom’s “star” appearance is just part of a multiplatform marketing and advertising partnership for the Matrix-owned brand, which also integrates hairstylist and consumer education with in-salon and online promotions.
Elle magazine, the musical’s media sponsor, served as Vavoom’s business link to the partnership. Subsequently, a six-page Vavoom advertorial featuring “Legally Blonde the Musical” cast members is scheduled to run in Elle’s June issue. And, Vavoom ads will run in trade magazines, including the June issue of Modern Salon.
Matrix — which is part of the L’Oréal Professional Products division of L’Oréal USA — saw Vavoom’s popularity hit a high in the Nineties, due largely to its long-holding hair sprays. The brand went mostly unsupported prior to 2005, according to Deborah Marquardt, vice president, Matrix Integrated Communications, when it was relaunched at salons and professional beauty stores with updated packaging and formulas. This year, she said, is Vavoom’s time to shine, adding that the partnership with “Legally Blonde the Musical” looks to target a younger audience with Vavoom, as well as reconnect it with its loyal users from the Nineties.
“This was the perfect opportunity for the brand,” said Marquardt. “There is a special bond between the stylist and the customer, and ‘Legally Blonde’ exemplifies this relationship. It is a good vehicle for us.”
In order for Vavoom’s message to reach hairstylists, a national hair color promotion and educational initiative will make its debut in June, accompanied by education at the Matrix Global Academy in Manhattan. For the musical’s premiere, stylists from the Academy styled stars’ hair.
To build on the multiplatform effort, Matrix has created a dedicated mini site for the Vavoom sponsorship, Paulettessalon.com (named after the Matrix salon-owner and stylist, Paulette, in the musical), which will have information on the hair looks featured in the musical, as well as a stylist-client sweepstakes and stylist tips on Vavoom products.