Sassoon Salons and Schools

The Challenge:  With the expansion of the brand into schools and with the evolution of celebrity cutters, Sassoon Canada needed a program to continue to leverage the quality brand of their salons as the premier choice for style. This had to be achieved in the absence of any major advertising budget.

The Solution: Budman and Associates initiated a program in Canada to leverage the international Sassoon heritage at high-profile events such as the Academy Awards, Sundance and the Toronto International Film Festival.

Tactics:

• In addition to offering personal artistic team members to style the celebrities, Budman and Associates arranged for local fashion, beauty and entertainment media to be styled by the Sassoon team throughout the Toronto International Film Festival

• Budman and Associates contacted media to inform them of celebrities being styled for the Film Festival in order to ensure mentions of Sassoon in photographs and quotes from the styling team

• Budman and Associates distributed two seasonal collections annually to beauty and fashion editors across Canada offering the  Sassoon editorial staff and stylists as spokespeople

Results:

• Double page editorials in major daily local and national newspapers as well as television feature stories

• Styling credits for CTV personalities hosting Red Carpet segments

• Stylists sought out for magazine and television makeovers and photo shoots

• Hair team positioned as beauty experts sought out for magazine quotes and television interviews