1 Canadian Launch 1980
Vidal Sassoon with Million $ Jeans Model, Toronto, 1980
Vidal Sassoon and his Million $ Jeans Here’s Vidal with his Million $ Jeans model at the Toronto Press Event to launch his jeans and his hair care products in Canada.
This was the ultimate pair of jeans and this photo made not only the NY Post but also the NY Daily News and the United Press International Wire Service for world wide coverage, but also many papers in Canada as well as the US.
As PR director for the Vidal Sassoon Salons USA and Canada, I had spent two weeks of sleepless nights trying to come up with a newsworthy idea to launch yet another pair of jeans and one night a brainwave came. Why not have the Vidal Sassoon logo made of real diamonds and have a Pinkerton security guard standing by to protect what I called the Million $ Dollar Jeans. I had a contact with the Canadian PR for de Beers Diamonds, at Ayer Barker ABH International in Toronto, and I approached Heather. She liked the idea for De Beers, too, and had the signature made of De Beers diamonds, albeit not a Million $ worth, but I think we paid some $15,000 for the signature, which in 1981 was worth a lot more than it would be now. Yes, it was a gimmick, but a good one. I was surprised how many of the press thought they really were worth a million dollars but most knew and played along with the fun!
Jeans manufactured in Montreal by Skirt Togs for Vidal Sassoon Canada Ltd. There were hairstyle photos in the press release, but repeats of others in the Vidal Sassoon Archives so I show just some of the photos and sketches from the Canadian Launch.
Hair: Helen Chudoba, Vidal Sassoon, Toronto, 1980 …Model: Paula Turnbull, International Top Models … Photo: Unknown … Produced by Helen Oppenheim
(Photo was either United Press International or Canadian Press, but I am not 100% sure which or who took it. Will credit.)
ALL RIGHTS RESERVED © COPYRIGHT HELEN OPPENHEIM 2012
Comment2 Canadian Launch 1980
Photo: Unknown
Million $ Jeans and Security Guard
Here’s the Million $ Jeans with a real Pinkerton security guard, complete with gun. We hired one in Toronto, shown here, and another in Montreal for the jeans fashion show and event we held there the previous day at Régine’s, which was followed the next day by the jeans at the Montreal Grand Prix where 50 hostesses and pit girls flashed and dashed about in Vidal Sassoon jeans and tops.
This was a major PR effort on my part, which I handled from my NY office with Norma Meneguzzi of Ayer Barker in Toronto and RPM Promotions in Montreal working with Lawrence Taylor of Vidal Sassoon in Century City in California.
The jeans were manufactured in Canada by Skirt Togs in Montreal for Vidal Sassoon of Canada Ltd.
Hair: Helen Chudoba, Vidal Sassoon, Toronto, 1980 … Model : Paula Turnbull, International Top Models … Photographer: Unknown.
REQUESTED ANECDOTE FROM PETER NIEDAN, THE SECURITY GUARD, 33 YEARS LATER AFTER HE MADE A COMMENT UNDER THIS PHOTO, SEE BELOW:
“it was long ago and I happened to keep a security newspaper called The Eye which was a Pinkerton issue..vol 28, no 4 december 1980. What I recall from that evening was that Mr. Vidal Sassoon was very welcoming to me when I arrived for my escort duty. Told me to stick to Paula’s side no matter what, even if pictures were being taken. When the picture was taken we were on stage in front of the crowd and when Paula put her hands on me she was shaking and hence the distortion of my mouth on the right side as I was talking to her to calm her down. If I remember correctly this was her first show where she was the prime model. A gentleman(?) made some comment about how hard my job was having to watch her butt all evening. At the end of the evening she and I went back to her hotel room and I waited outside for her to change and give me the pair of jeans which I then brought to the client and then since my duties were finished. Do not really remember to much else of the evening except that Paula behaved in a professional way and to my mind did a good job. Mr Peter Niedan”
Produced by Helen Oppenheim
ALL RIGHTS RESERVED © COPYRIGHT HELEN OPPENHEIM 2012
Comment3 Canadian Launch 1980
Vidal Sassoon Million $ Jeans kept safe. Sketch: Georgine Strathy
Million $ Jeans Safe
The Million $ Jeans were kept in a safe when not in use.
Sketch by Georgine Strathy
ANECDOTE: Actually, the diamonds were attached to just a pocket.
I had to travel by train with the pocket of diamonds from Toronto to Montreal because
there was an air strike on at the time. I remember a very experienced
member of the press being concerned for me that I was traveling with the diamonds
and no security.
Produced by Helen Oppenheim
ALL RIGHTS RESERVED © COPYRIGHT HELEN OPPENHEIM 2012
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