Burnetts seizes global Sassoon prize

Procter & Gamble has appointed Leo Burnett to help relaunch its Vidal Sassoon range of haircare products around the world.

Procter & Gamble has appointed Leo Burnett to help relaunch its

Vidal Sassoon range of haircare products around the world.



The move gives Burnetts a central role in the rebranding of Vidal

Sassoon’s Redline products under the new name of VS Sassoon. The

19-strong range, which will compete with upmarket lines such as Charles

Worthington, makes its debut this autumn. It includes shampoos,

conditioners, mousses, sprays and even hair dryers.



Burnetts already handles Vidal Sassoon’s advertising throughout Asia and

Latin America, and now replaces Euro RSCG as its agency of record in the

US and Europe.



In the UK, Burnetts currently handles P&G’s Wash & Go, a range that was

repackaged to lose its Vidal Sassoon branding last summer, and attracted

an adspend of pounds 4.8 million over the past 12 months, according to

Media Monitoring Services.



’We’re now managing Vidal Sassoon as a global brand and in this case it

makes sense to work with a single global agency,’ P&G’s Cincinnati-based

vice-president of advertising, Denis Beausejour, explained. ’We’re

working with Vidal Sassoon salons and academies on a global basis to

make Vidal Sassoon the number one professional haircare brand.’



Details were unavailable of how much the planned VS Sassoon launch would

add to Burnetts’ billings in the UK, but the account is currently

estimated at around dollars 10 million across Europe.



Burnetts’ chief executive, Nick Brien, confirmed the win but declined to

comment further.



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