In Closing: Perfectly Styled Product Placement
Fans of the movie “Hairspray” are flocking to stores to get Sebastian’s new limited-edition teal green can (near left), created in honor of the movie. Sebastian also continues to sell the regular black-and-white cans (far left) for the hairspray products.
by Marie Redding, Senior EditorThe Sebastian Professional hair care brand took advantage of a marketing opportunity to star in the new movie “Hairspray.” Behind the scenes, Sebastian Professional products were used to create the actors’ exaggerated up-dos, while on screen, the characters use Sebastian Professional Shaper hairspray. To publicize the partnership, a limited-edition hairspray can, called Ultra Clutch, was created for Sebastian Professional’s Shaper and Shaper Plus products.
The new can is teal green with bright multicolored graphics—a big departure from Sebastian Professional’s everyday packaging for the products. The standard-edition cans are minimalist and solid white with black graphics. While the black-and-white cans are also sold in stores, the limited-edition teal green can will be sold only while supplies last.
“We’re so thrilled to be a part of this film and to help shine the spotlight back on hairspray in such a fun way,” says John Moroney, creative director, Sebastian Professional North America.
He continues, “The Sebastian brand has a deep-rooted and inspirational history in Hollywood, and even today, there isn’t a set, a trailer, or a green room that isn’t overflowing with Shaper cans. It truly has stood the test of time.”