Not much time has passed since the period when television existed without ads. But sometimes it seems that this never existed.
One of the first commercials that appeared on our television advertised Vidal Sassoon - hair shampoo. Given the fact that the name sounded very unusual for a Russian person, only the lazy did not laugh at him. What created additional advertising for the product.
I saw Sassoon. Start
Vidal Sassoon (1928–2012) was born in London into a Jewish family. He can be called an outstanding hairdresser, who made an invaluable contribution to art. One of his main achievements can be called a change in the attitude of a female audience to her hair. He outlined how important it is that they are in perfect condition at all times, so he did not limit himself to offering the most incredible approaches to women's haircuts. He came up with a hand-held hair dryer and offered a product like Vidal Sassoon - shampoo.
But this was still a long way off, and his career began as a janitor at a hairdresser during World War II. After graduation, he went to learn all the wisdom of hairdressing in a vocational school, after which he managed to work a little. And in 1948 he left for Israel to fight for the country's independence. Returning to England was not part of his plans.
I saw Sassoon. Return to Vocation
When his stepfather passed away in London, he returned at the request of his mother. First, he went to work as a hairdresser in a salon located in the very center of the city. Oddly enough, the quality of his work really liked the customers, so he did not have to get bored.
Golden years
The 50s of the last century became truly golden for the master, since during this period his career began a rapid development. First, he opened his first salon, and then announced himself in 1957 at Fashion Week. There, models defiled on the catwalk in miniskirts (which was the first time) and in the hairstyles he created. Of course, before the release of such a product as Vidal Sassoon (shampoo), it was still a long way off.
His attitude towards female hair was already very different then. He sought to create hairstyles based on the natural qualities of the hair, avoiding complex designs that were held on his head through the use of a huge amount of chemical fixing agents.
In the 60s, the master moved to America, opened the first salon in Manhattan. Among his clients were America's most famous women. In promoting his role was played by his wife, who was a very famous person in Hollywood.
“Wash your hair as often as you want.”
With such an advertising slogan, a new stage has begun in the field of the use of cosmetics for hair care. Vidal Sassoon (shampoo and conditioner) women and men began to use almost daily. It is impossible to say with certainty what purpose the master pursued. It is possible that the propaganda of the need for frequent use of cosmetics for hair was nothing more than an advertising gimmick, which allowed to significantly increase the profit from the sale.
From the 80s of the last century until 2003, Sassoon collaborated with the company Procter & Gamble, which produced hair care products.
Since one of the first imported means for shampooing that appeared in our country was Vidal Sassoon (shampoo), reviews were the most enthusiastic. It was completely different from what the Soviet people were used to. It had a beautiful packaging and a pleasant smell; it easily turned into foam. All cosmetic products for hair care available in the Soviet Union practically did not foam and did not differ in such a fragrant aroma.
But even now, when the market is rich in offers, there are enough admirers of the brand, although now you can’t buy it in Russian stores. Reviews of those who use it now, note the high quality of hair cleansing, ease of washing off. Shampoo restores the structure of the hair, gives them volume. Many people like that you can do without the use of air conditioners. In addition, the modern Vidal Sassoon bottle has a convenient dispenser.
Sassoon's collaboration with Procter & Gamble ended in conflict, shampoos with this name disappeared from store shelves. Although it is currently being sold in some countries, promotion is particularly active in Asian markets. The modern “Vidal Sassoon” - shampoo, the photo of which allows you to see how much the appearance of the packaging has changed - can be ordered in online stores.