Vidal Sassoon’s Salon Genius Returns with New Vidal Sassoon Pro Series Color, Care and Styling Collections

  Vidal Sassoon’s Salon Genius Returns with New Vidal Sassoon Pro Series
  Color, Care and Styling Collections

      -- Perfected by Experts; Priced Affordably for Real Life Style --

Business Wire

CINCINNATI -- January 8, 2013

In 1963, Vidal Sassoon transformed global fashion and beauty with an approach
that not only liberated women’s hair, but also their lives. Fifty years later
and grounded in Sassoon’s desire for “everybody to have good hair,” P&G Beauty
& Grooming is making salon genius available to all and launching new Vidal
Sassoon Pro Series – an affordable, quality hair color, care and styling line.
Perfected by experts, Vidal Sassoon Pro Series upholds Sassoon’s philosophy
with five care and styling collections and at-home color kits that help women
easily care for and maintain their beautiful hair at home while showcasing
their individual, real life style. New Vidal Sassoon Pro Series is available
in January 2013 at a suggested retail price of $2.49-$8.99 at mass retailers

“We wanted to bring Vidal Sassoon’s legacy to life for a new generation with
the Pro Series line,” says Walter Geiger, P&G’s Vice President and General
Manager of North America Hair Care & Color. “Building on Vidal Sassoon’s
unique vision that democratized beauty for all, we created a line of
salon-inspired products that are affordable, accessible and inspire women to
become the master of their own hair.”

To bring the Vidal Sassoon Pro Series vision to life, a diverse group of
experts, including consumers, stylists and world-renowned P&G research
scientists, were consulted to create a line that is focused on women’s hair
needs and crafted by top P&G scientists. This grounding is key to delivering
performance and results so women can master their own hair.

“My clients are always asking me how to recreate their salon look at home.
Without a doubt, this starts with the products that they use,” says Ben
Skervin, Vidal Sassoon Pro Series celebrity hairstylist ambassador. “With a
rich history for being leaders and innovators in hair styling, in Vidal
Sassoon Pro Series, P&G scientists have delivered what my clients need –
quality products that address the everyday needs of real women, helping them
create the look they want at home.”

Simple and personalized were two of Vidal Sassoon’s key principles when it
came to hair care and style, and the same applies to Vidal Sassoon Pro Series.
Based on hair care needs, the line offers five care and styling
sub-collections, plus one styling and finishing collection to provide women
with everything that they need to personalize and create effortlessly
beautiful looks at home:

  *Color Collection: Features advanced P&G technology to help seal, protect
    and hydrate color-treated hair while providing shine.

       *Collection includes: Color Protect Shampoo and Conditioner, Color
         Protect Spray, Color Gloss Crème

  *Moisture Collection: Fights humidity and delivers the correct moisture and
    hydration balance, smoothness, and shine.

       *Collection includes: Moisture Lock Shampoo and Conditioner, One
         Minute Mask

  *Repair Collection: Helps repair signs of damage and protect against future

       *Collection includes: Restoring Repair Shampoo and Conditioner, Heat
         Protect & Shine Spray, Repair & Finish Spray, One Minute Mask

  *Volume Collection: Adds volume to hair, help protect it from premature
    breakage, and leave it light and clean.

       *Collection includes: Boost & Lift Shampoo and Conditioner, Boost &
         Lift Hairspray, Boost & Lift Foaming Air Mousse

  *Smooth Collection: Hydrates hair while minimizing frizz.

       *Collection includes: Extreme Smooth Shampoo and Conditioner, Extreme
         Smooth Combing Crème

  *Styling & Finishing Collection:  Includes technology that provides up to
    24 hours of hold, helps protect against heat damage, and helps to lock out

       *Collection includes: Flexible and Extra Firm Hold Hairspray, Extra
         Firm Hold Mousse, Mega Firm Hold Gel

Vidal Sassoon Pro Series new permanent color kit delivers long-lasting,
affordable color in the convenience of your home. The exclusive VS
PrecisionMix™ formula is mixed to calibrate the right blend of pigments and
the result is precise color with 100% grey coverage. The VS HydraBlock™ Color
Preserving Conditioner coats each strand to help prevent fade out and keep the
color vibrant. The color collection is available in 18 exceptionally vibrant,
permanent color shades that provide 100% grey coverage and long-lasting color.

Vidal Sassoon Pro Series is available in January 2013 at a suggested retail
price of $2.49-$8.99 at mass retailers nationwide. For more information, visit

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For Procter & Gamble
Briana Redman, 646-253-0238
Emily Meyer, 212-891-0480
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