NEWS ANNOUNCEMENT
Singing sensation Jamelia and Supermodel Erin O’Conner will launch her new style-icon
influenced, designer hair-care range called Model.Me(TM) in Birmingham by
making a personal appearance at Boots, 66 High Street on Wednesday 12th
September at 5pm.
Model.Me(TM) has been created in partnership with hair care experts Toni & Guy and
features ranges from Jamelia, Erin O’Connor and Helena Christensen.
Not just another celebrity endorsement, Model.Me(TM) is the first ever haircare range
developed in collaboration between leading fashion and music personalities and a
famous hairdressing brand.
With Toni&Guy’s expertise in product innovation, teamed with Jamelia, Erin and
Helena’s personal vision of what their ultimate hair-care product range would
comprise of, Model.MeTM has been created as a capsule collection of 15 products
split into three distinct ‘style-icon’ ranges.
Jamelia said: “This range is very important to me. I know how I like my hair to feel and
look and I think it’s about time that was a hair-care range specifically designed for
ethnic hair available on every high street. Together with the scientific expertise and
Afro hair-care knowledge of TONI&GUY(TM), I’ve created a premium collection of
Model.Me(TM) products that look, feel, and work brilliantly.”
Erin O’Connor said: “Working in the fashion industry has enabled me to be a part of
the creative process, to push boundaries, experiment with extreme styles, and
explore the constantly evolving trends. My hair really is a huge part of who I am and
my Model.Me(TM) fashion industry inspired products developed with the technical
expertise of TONI&GUY(TM), means that anyone can achieve the boldest hairstyles with
speed and ease.”
Aptly named after the girls, each product line is the result of what Jamelia, Erin and
Helena wanted as their five must-have hair essentials, in representing their own
personal style. This included their involvement in all aspects of product development,
from deciding on key ingredients, as well as selecting the fragrances, colours and
component design.
The idea and concept Model.Me(TM), came at a time when it felt right to develop a
high performing haircare range, which had a strong connection to the fashion
industry. It was thought that the new range should also accurately represent today’s
fashion conscious and style-driven woman, who increasingly demands quality and
exclusivity backed by ‘true’ personalities that she can relate to.
Sacha Mascolo-Tarbuck Global Creative Director, TONI&GUY said:
“With a career spanning 20 years at TONI&GUY, from overseeing image creation,
through to international show production - plus the development of award winning
product ranges such as TONI&GUY 'Signature', Insights, label.m and now
the new Model.Me(TM) range, I feel that it all forms part of a natural
progressive move; that is reflective of the brand's renowned fashion-led image.
“This has been a truly unique project - the starting point was working alongside the
girls' and developing must-have product ranges for their hair type - for women with
the same hair texture and style.”
Model.Me(TM) will launch exclusively on 12th September 2007 in Boots and in Toni&Guy
and essensuals salons nationwide from October. www.boots.com
For interviews requests with Jamelia, Erin or Helena please contact:
Anna Lusser, Communications Director at Name on 020 7557 7131 or
anna@namelondon.co.uk
For information on Model.MeTM, samples, photography or interview requests with
Sacha Mascolo-Tarbuck please contact:
Carolyn Whitehorne, Senior PR Manager, TONI&GUY Haircare, 020 7921 9030 or
carolyn.whitehorne@toniandguy.co.uk
Notes to Editors
- *Model.Me(TM) is a joint venture with TONI&GUY and name. The company’s philosophy is to create and develop new product ranges with high profile celebrities in partnership with established brands who are experts in their field, creating real and valuable products for the consumer.
- name, is a pre-eminent brand, product and format development agency. The company is a hybrid of a creative marketing agency and a media and product venture firm and develops areas of branding, brand extensions, licensing, content provision, event creation and direction, as well as intellectual property development.
- Only the **Organic Olive Oil used in Helena’s Super Hydrating Conditioner and Movement Balm is fully certified by the Soil Association not the actual products
- TONI&GUY currently sells haircare ranges in the following countries: Australia, Czech Rep, Denmark, Germany, Holland, Hungary, India, Iran, Jordan, Kuwait, Myanmar, Norway, Sweden, South Africa, Turkey and Pakistan.
- Boots retails TONI&GUY in: Switzerland, New Zealand, Hong Kong, Taiwan, Thailand, Indonesia, Russia and Romania
Download PR_ModelMe_Birmin_en (.pdf 25.16 KB)
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