By  on March 9, 2007

John Paul Mitchell Systems has tapped world famous portrait photographer Annie Leibovitz to shoot its 2007 advertising campaign. The four-page inserts are scheduled to appear in April beauty and lifestyle magazines, including Vogue, Glamour and In Style. John Paul DeJoria, chief executive officer of JPMS and the company's co-founder, said he knew Leibovitz would be the best photographer to capture the essence of his environmental and family values beliefs.

"Annie, in my opinion, is one of the best portrait photographers in the world. When we were ready to shoot the new campaign, I said, 'I would love to get Annie,'" said DeJoria.

Leibovitz is best known for her portraits of celebrities, including John Lennon and Andy Warhol, and everyday people, such as female coal miners, astronauts and teachers.

The images, which feature DeJoria; his wife, Eloise, and his son John Anthony, aim to capture DeJoria's love for his family and nature, things that also reflect his professional hair care company's core values.

"Family values is cool. Nature is good," DeJoria said.

The shoot took place on a private ranch on the California coast just north of Santa Barbara.

"We started in Malibu and finally found the location that would best combine beauty and nature," DeJoria said.

The ads do not feature any of the company's products, a departure for the industry — and the company.

"The ads are selling a message, not the products," DeJoria said. "It is my obligation to make the world a better place to live." He cited several of his company's and personal philanthropic efforts, including giving jobs to the homeless, planting forests and visiting areas in Africa to remove land mines.

The first two ad pages feature the DeJoria family on a beach, alongside copy that explains the company's goal of protecting the planet for future generations. The third and fourth pages show Eloise cradling her son, and DeJoria cradling Eloise.

DeJoria said the last time the company ran a campaign without products was about 18 years ago, when it featured images of animals.

He added that the company paid extra to make sure the ads featured in Condé Nast publications were printed on post-consumer recycled paper. WWD is owned by Condé Nast. He would not give financial details of the ad campaign, explaining only that the entire effort was "in the millions of dollars" and that the cost of hiring Leibovitz was in the "hundreds of thousands of dollars." He added that his experience with Leibovitz, and the images she created, were "priceless."According to Nanette Bercu, senior vice president of creative for JPMS, "We've already put on the calendar for 2008 another shoot with [Leibovitz]."

Leibovitz is not unfamiliar with the beauty world. She recently photographed Dove's Pro-Age campaign, featuring nude portraits of women over 50 years old.

JPMS, based in Beverly Hills, is one of the last privately owned professional hair care companies in the industry, and ranks in the top three largest brands with approximately $800 million in salon retail sales, according to industry sources, alongside Matrix and Redken, which are both owned by L'Oréal USA.

"Everyone is now jumping on the green wagon. JP has been doing it for 20 years," Bercu said.

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