7 Canadian Launch 1980
Vidal Sassoon with Helen Oppenheim, Canadian Launch 1980, Toronto
Helen Oppenheim with Vidal Sassoon
in Toronto at the Canadian launch of the Vidal Sassoon hair care line and designer jeans and tops.
It took me a long time to recover from planning this major 3-day PR effort which included
all media, from papers to magazines, to tv, radio and more – in 3 cities. It was hugely
successful but totally exhausting. Vidal had wanted to approve all interviews,
in advance, no spaces between interviews, either for the 1 day in Montreal,
a Sunday, or for the 2 days in Toronto. Interviews continued throughout meals,
Vidal did yoga as he talked about his event on TV, very early in the morning and he
ended the 2 day promotional tour with a massage, something I should have done!
Radio interviews were done later. And I remember flying in to Toronto for a major
interview to join Vidal and the interviewer just for lunch one day.
Recently I found that schedule I gave Vidal Sassoon in advance, and I can’t
believe I did all that – from New York too. But I do know that one of the major reasons that
Vidal Sassoon became a legend is because he knew the value of the media and
public relations promotions, he wanted and expected more than anyone,
and he knew how to get it.
ALL RIGHTS RESERVED © COPYRIGHT HELEN OPPENHEIM 2012
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8 Canadian Launch 1980
Vidal Sassoon Models, Canadian Launch, 1980 with art directors Ingrid, left, Helen Chudoba, far right.
Vidal Sassoon Toronto Artistic Directors, left, Ingrid, and Helen Chudoba, far right,
with models from International Top Models, Toronto, at the Canadian launch of the hair care products,
designer jeans and tops. The next night, I art directed a photo shoot with Helen and Ingrid for which
they did a really good version of HighHair, on a man. Must find a photo…
ALL RIGHTS RESERVED © COPYRIGHT HELEN OPPENHEIM 2012
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9 Canadian Launch 1980
Fernando Romero with Million $ Jeans in Spain 1980
The Million $ Jeans in Spain
Here is Fernando Romero, President of Vidal Sassoon Salons USA and Canada
with the Vidal Sassoon Million $ jeans in Barcelona, Spain,
during a hair show we did in front of 2,000 people at the Palacio de Congresos
for the annual Luis Llongueras Journadas, November 1980.
Model: Kathy Davis
Photo: Courtesy: Pelulquerias Magazine
ANECDOTE: Helen with Vidal Sassoon USA in Barcelona, another saga to be told one day….
ALL RIGHTS RESERVED © COPYRIGHT HELEN OPPENHEIM 2012
Comment1 The Presidential Wave 1980
Photo: Gregory Kitchen
THE PRESIDENTIAL WAVE
For ElectionYear 1980, Vidal Sassoon elected The Presidential Wave by Barbara Mesler of the
Vidal Sassoon Barber Shop, NY.
The VS Poll interviewed its prestige Barber Shops in New York, Beverly Hills, San Francisco,
Chicago and Toronto and predicted victory in November for its Fall 1980 Men’s Campaign.
The Presidential Wave was an interesting movement, with new proportions and mood,
democratically romantic as well as classically conservative.
The rumor, widely circulated, was that the Presidential Wave , a new asymmetric symmetric
hairstyle for men sweeping the United States of America, was inspired by Vidal Sassoon’s
Soft Cubism styles, notably the Modern Marlene, which enjoyed such success during the Summer 1980 campaign.
The Equal Rights Amendment (ERA) Committees may be asked to comment on this reversal of issues!
See next photo for more…
Hair: Barbara Melser, Vidal Sassoon Barber Shop, NY, 1980
Model: Burt Kyle
Jacket and Shirt: Thierry Mugler
Photo: Gregory Kitchen
Concept/Produced by Helen Oppenheim
Anecdote:
We had hoped Edward Kennedy, much younger then, would get the nomination when we
did this photo shoot, but he didn’t. The campaign, photographed in my office, on a Sunday,
was a quickie and, of course, I had fun writing tongue-in-cheek!
ALL RIGHTS RESERVED © HELEN OPPENHEIM 2012
Comment2 The Presidential Wave 1980
Photo: Gregory Kitchen
THE PRESENTIAL WAVE 1980
The wavy movements and volume only to one side in this complicated cut by
Barbara Mesler of Vidal Sassoon’s New York Barber Shop looked best, she said,
when worn very natural, not too perfect.
A spot wave perm by Edward Moore was recommended at the time and Vidal Sassoon’s
Treatment Products won top votes for making the hair shinier and healthier.
The press release ended with:
“If you are politcal or apoltical, The Presidential Wave is nominated a winner.”
Hair: Barbara Melser, Vidal Sassoon Barber Shop, NY, 1980
Model: Burt Kyle
Jacket and Shirt: Thierry Mugler
Photo: Gregory Kitchen
Concept/Produced by Helen Oppenheim
ALL RIGHTS RESERVED © HELEN OPPENHEIM 2012
Comment1 HighHair 1980
Photo: Lorraine Sylvestre
HighHair -Mimi
Hair will be high on top for the 80s, predicted Vidal Sassoon USA, and it was.
Hair was not high on top during this era, so HighHair, a new direction for
Vidal Sassoon, and everyone, became the look to influence hairstyles in the
80s, and beyond. The publicity was enormous, and this campaign really put
Vidal Sassoon USA on the hair map. (Up to this time, all Vidal Sassoon trends
came from the UK.)
Months of experimentation went into perfecting the techniques to achieve
height and volume on top – with no teasing, a big no-no at Sassoon!
The innovative cuts and perms were often done on clients with their heads upside down!
To achieve different textures and effects, HighHair could either be
dried naturally with lamps or fingers, blown dry, finger-waved or wave clipped.
The soft waves or soft curls rise above it all for cloud-like, romantic, dreamy looks.
Hair: A. Vernon Keach, Vidal Sassoon, NY, 1980
Perm: Allie Galizia and Edward Moore
HairCare: Vidal Sassoon Treatment Products
Makeup: Ted Nadal
Clouds: Ansell Adams
Art: Avram
Model: Mimi Young
Photo: Lorraine Sylvestre
Concept/Produced by Helen Oppenheim
Anecdote: HighHair was a name I invented and one that many copied!
Anecdote: To inspire the Vidal Sassoon hairdressers to come up with high hair cuts, I made
collages of high hats and evening styles high on top, mostly from Italian Vogues,
and put them up on staff room walls. Vernon Keach was the first to come to me with an
idea for the haircuts, and I remember we did sketches on my office lightbox together.
I still have them, a bit the worse for wear but if anyone is interested let me know and I
will put them up on this album.
Note: there is different text under each photo.
ALL RIGHTS RESERVED © HELEN OPPENHEIM 2012
Comment2 HighHair 1980
Photo: Lorraine Sylvestre
HighHair – Mimi
The soft waves or soft curls rise above it all for cloud-like looks.
HighHair cuts and styles in these photos were pulled out or up to different
degrees of “highness.” Less for day. More for evening. Or to one side, asymmetrically.
Hair: A. Vernon Keach, Vidal Sassoon, NY, 1980
Perm: Allie Galizia and Edward Moore
HairCare: Vidal Sassoon Treatment Products
Makeup: Ted Nadal
Clouds: Ansell Adams
Art: Avram
Model: Mimi Young
Photo: Lorraine Sylvestre
Concept/Produced by Helen Oppenheim
Anecdote: Vernon wanted to cut the sides short. I wanted the look to be soft
and romantic. He said, it won’t work if we don’t cut the sides short. I said it will
and that I refused to photo his style if the sides were cut short. Think about it overnight,
I suggested. He did. And we left the sides long. It worked as can be seen in these photos.
ALL RIGHTS RESERVED © HELEN OPPENHEIM 2012
Comment3 HighHair 1980
Photo: Lorraine Sylvestre
HighHair – Mimi
This is the asymmetric version of the Vernon Keach HighHair cut.
Allie Galizia and Edward Moore defied gravity with their new perm,
part of which was wrapped with the client’s head upside down!
Hair: A. Vernon Keach, Vidal Sassoon, NY, 1980
Perm: Allie Galizia and Edward Moore, Vidal Sassoon NY, 1980
HairCare: Vidal Sassoon Treatment Products
Makeup: Ted Nadal
Clouds: Ansell Adams
Art: Avram
Model: Mimi Young
Photo: Lorraine Sylvestre
Concept/Produced by Helen Oppenheim
ALL RIGHTS RESERVED © HELEN OPPENHEIM 2012
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