Paul Mitchell has appointed entrepreneur, global icon and philanthropist Paris Hilton as its new global ambassador.
Unveiled in an ultra-glam, multi-channel campaign, the partnership also includes special digital, social and in-store activations that celebrate beauty, confidence and reinvention.
The Paul Mitchell x Paris Hilton campaign will feature packaging upgrades and product innovations, along with looks created by celebrity hairstylist and Paul Mitchell school Alum Sienree Du, who will be sharing behind-the-scenes content and top tips on how to recreate Hilton’s hairstyles and routine, and her journey and perspective of how she started in the hair industry to where she is now.
The campaign aims to pay tribute to professional hairstylists who create the visions and styles behind every great transformation, and through the newly launched XO Your Pro initiative, Paul Mitchell celebrates the human connection and artistry that takes place behind the chair.
“Paris Hilton has been setting trends and breaking boundaries for decades,” says Michaeline DeJoria, CEO of John Paul Mitchell Systems. “Her passion for beauty, authenticity, and giving back aligns perfectly with our values. We’re excited to partner with an icon who not only defines style but also champions purpose.”
The brand will be blending Hilton’s signature style of luxe and playful across a range of locations including tennis courts, gas stations and more to create visuals, step-by-step tutorials and other exciting content. In addition, both the brand and Hilton are proud to support the LA Wildlife Relief Fund, which helps the victims of the Southern California fires that took place earlier this year.
“I’ve used Paul Mitchell products throughout the years and their products leave you feeling empowered and glamorous,” says Hilton. “This campaign is all about giving back to causes that are close to my heart, celebrating confidence, and having fun with your look! I’m so excited for fans to see all the incredible moments we’ve created together!”
To see the campaign unfold and for more information, visit the brand’s social media page, @paulmitchell.
Photo: Cibelle Levi
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