NEW YORK — Vidal Sassoon is out to prove to Procter & Gamble that not everything is for sale.

Sassoon, 74, filed a lawsuit in U.S. District Court for the Central District of California in Los Angeles against Cincinnati-based P&G on Tuesday, alleging neglect, sabotage and the destruction of his brand and name. At the heart of the lawsuit, Sassoon alleges breach of contract and fraud over his line of Vidal Sassoon hair care products, which P&G discontinued in the U.S. and Europe late last year. The hair care brand, which Sassoon said still generates upward of $200 million in sales in Asia, has suffered mostly due to a lack of ad support and a product relaunch two years ago that drastically changed the brand’s image.

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