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Procter & Gamble advances Vidal Sassoon's legacy with VS Pop-up Salon

Global consumer goods manufacturer Procter & Gamble (P&G) unveiled the “VS Pop-up Salon” (沙宣亞洲潮流沙龍) yesterday in Taipei, introducing Vidal Sassoon's newest hair designs that feature ultimate weightless, extra volume, and glossy 3D looks.

As the internationally known hairstylist who revolutionized women's hair passed away on Wednesday, the opening of the new salon best illustrates how his legacy lives on.

“We are excited and proud to introduce VS hair design and fashion to one of the trendiest cities in Asia: Taipei. Through VS Pop-up Salon, Taiwan fashionistas will get access to professional hair design, styling and superior salon-quality products from Vidal Sassoon,” said Ajit Nayak, general manager of P&G Taiwan and Hong Kong, in his opening remarks yesterday.

“VS Sassoon is often referred to as the 'Harvard of Hair.' Its purpose is to help men and women realize perfect beauty that is individual yet practical. We believe achieving perfect beauty need not to be a daily struggle,” he added.

Three VS stylists will be at the salon providing services beginning today. According to Matthew Cinelli, P&G's Hair Care Marketing Director, these stylists are all “hand-chosen” and “hand-trained.”

“We have expert hairstylists that are coming in from all around the world, who were trained by Vidal Sassoon himself, and also people who run the VS Academy in Shanghai. Together they have trained local stylists to be VS stylists,” he explained.

As for the target consumers, Cinelli said that the salon is for women who want to transform themselves by having edgy, young and fashionable hair designs. “That's what Vidal Sassoon has been doing since the 1950s,” he noted, adding that “The P&G family and the entire VS brand are saddened by the passing of Vidal Sassoon.”

Sassoon, who pioneered the “bob haircut,” was best known for his short, geometric cuts. He was also credited with releasing women from stiff, high-maintenance looks and putting them in sleek, wash-and-go hairstyles. Queen Elizabeth II made Sassoon a Commander of the Order of the British Empire in 2009 for his services to the British hairdressing industry.

“I find a lot of inspirations from Vidal Sassoon. He has had a tremendous impact on transforming women. That's his legacy. We want to bring that legacy to life and bring it to here in Taipei. Now in Taiwan this is our 21st anniversary, and a perfect timing to bring the salon, the cut and the style here,” Cinelli commented

2012 Hair Trends

Taking inspiration from Swiss photographer Karlheinz Weinberger's photo collection “Rebel Youth,” Lo Mei-poh (羅美寶), the principal of Sassoon Academy in Shanghai, disclosed yesterday that “ultimate weightless,” “extra volume,” and “glossy 3D look” are the keywords of hair trends of this year.

“To apply the idea of rebellious youth into hair cuts, we emphasize the asymmetry of the lines. A mix of long and short strands creates dimensions that highlight the facial contour,” she explained, as three models showcased hairstyles from adolescents in the 1950s.

Picking up elements from the rebellion of youth doesn't mean everyone has to be a rebel. “We can also show sweetness in rebellion with some twists of lines and colors,” she added.

An edgy, fashionable hairstyle always looks good on a model. In case you are wondering how the principle fits on consumers in general, Lo offered her explanation:

“Deciding hairstyles is like choosing outfits. We look at the facial contour, the eyes, the shape of head, and the hair texture, before we cut,” she concluded.

VS Pop-up Salon will open everyday from today until May 31, offering hair care services such as shampoo, conditioning, and cutting. Once consumers spend NT$388 or NT$588 on VS products, they can make a reservation with the receipt, and receive the hair care services at VS Pop-up Salon for free.

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From left, Matthew Cinelli, P&G's Hair Care Marketing Director, Lo Mei-poh, principle of Sassoon Academy in Shanghai, actress Tammy Chen, spokeswoman for VS new hairstyle, Ajit Nayak, General Manager of P&G Taiwan and Hong Kong, Kay Yi, Personal Care Controller of Watsons, and Barbara Liang, External Relations Director of P&G Taiwan and Hong Kong cut the ribbon at the opening, yesterday.

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