The company has contacted a number of UK agencies with a brief that is understood to include TV and press.
The pitch marks a return for the brand, after little above-the-line advertising in recent years. Its last TV campaign consisted of two spots created by the Leeds-based agency Principles, which ran in 2003.
The first execution used the concept of an "Ionic Woman" to push its hair hydration system ceramic straighteners. The second promoted products such as its two-in-one hair straighteners, with the line: "Go both ways."
Vidal Sassoon's decision to appoint an agency follows an increased focus on advertising from a rival brand, GHD.
Earlier this year, the Manchester-based agency BDH\TBWA won the £10 million GHD account from Propaganda after a two-way pitch against Beattie McGuinness Bungay. GHD has appointed Borkowski PR to position the product range as "more than just straighteners".
Vidal Sassoon overhauled its brand last year, introducing new logos in its salons and electrical styling products.
The founder, Vidal Sassoon, famous for creating the bob haircut and the geometric styles of the late-60s, is no longer associated with the brand.