New ads tout Salon Selectives

MMR, April 21, 2008

CHICAGO -- SBB LLC has kicked off a national advertising campaign for its recently relaunched Salon Selectives hair care brand.

The campaign reinforces the brand's core message: with Salon Selectives women can choose the combination of products that will allow them to look and feel their best, "like they just stepped out of their salon." Each spot portrays confident women who are able to narrowly escape sticky situations by using their intelligence and strength and the transformational powers of Salon Selectives.

"The new campaign leverages the brand's original core messages of transformation and customization while modernizing the theme," says Anne West, chief marketing officer of SBB. "We have developed a new ad approach for the hair care category, moving away from product demonstrations and impossibly beautiful hair close-ups to connect with women through fantastical action-adventure stories."