5 Canadian Launch 1980
Vidal Sassoon Product Launch Canada 1980. Sketch: Georgine Strathy
Sassooning – The Shampooing
Vidal Sassoon’s simple three-step hair care regimen was launched in Canada
September 1980. There was Cleanse, with Shampoo, Condition with Protein Hair
Re-Moisturizing Creme, Seal & Protect with Finishing Rinse.
The famous products, only some mentioned and shown here, were handsomely packaged
in brown and silver, and were a big success in the US, the UK, Europe, Asia and South America.
As Vidal Sassoon said: “If you don’t look good, we don’t look good.”
Sketch by Georgine Strathy
Produced by Helen Oppenheim
ALL RIGHTS RESERVED © COPYRIGHT HELEN OPPENHEIM 2012
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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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