Sexy Hair, the professional hair care brand and creator of the best-selling and award-winning Big Sexy Hair Spray & Play hairspray, launches a celebratory campaign to honor the 60th anniversary of the day Marilyn Monroe shot one of the most iconic moments in film history. The scene in the film The Seven Year Itch, where Monroe’s white dress is blown up by a gust wind from a New York City subway, has become almost as famous as the actress herself. To celebrate Marilyn’s poise, grace, and sex appeal, Sexy Hair is recreating the scene stealing moment at the exact location sixty years to the day as part of a multi-faceted campaign.
In 1954, spectators and photographers lined up by the thousands to watch Monroe film the memorable scene. On September 15th, from 7 a.m. to 7 p.m. on Lexington Avenue between 52nd and 53rd Streets, millions of New Yorkers will witness modern day Marilyns creating their own scene stealing moments. Later that evening, Marilyn will light up the city sky as a “Living (digitally animated) Photo” of the starlet and her dress adorn the sides of various landmark buildings in Times Square, Union Square, Columbus Circle and around Grand Central Station.
“Marilyn’s gorgeous blonde bombshell locks and sex appeal transformed her from Norma Jean into a beauty icon,” said Jennifer Weiderman, VP of Marketing and Education at Sexy Hair. “The iconic, playful and sexy image of Marilyn in the white halter dress in the movie The Seven Year Itch is an incredible image in film history. Sexy Hair is honored to celebrate the 60th anniversary of this cinematic moment as well as the barriers that Marilyn broke through during her career.”
“We are excited to celebrate the 60th Anniversary of the iconic “white dress” scene, now reinvented through Flixel’s Living Photo,” said Nick Woodhouse, President and Chief Marketing Officer, Authentic Brands Group, owner of The Estate of Marilyn Monroe.” Partnering with both Sexy Hair and Flixel has once again, put Marilyn at the forefront of technology, while giving her the chance to reach her global fan base through a diverse variety of products and platforms.”
The famous “white dress” photo, originally taken by renowned photographer and close friend of Monroe, Sam Shaw, was transformed into a “Living Photo” by tech-startup Flixel Photos. “Flixel is thrilled to have had the opportunity to bring one of the world’s most famous photos to life,” said Philippe LeBlanc, Flixel Photos’ co-founder and CEO. “ABG and Sexy Hair have discovered the incredible engagement opportunity that Living Photos deliver for innovative brands and their creative partners.”
Fans around the country can also celebrate the 60th anniversary by channeling their inner Marilyn and sharing their own, scene stealing moment on Sexy Hair’s Instagram, Facebook and Twitter platforms using the hashtag #MyMarilynMoment for a chance to win a year’s supply of Sexy Hair shampoo, conditioner and stylers. Personal stories where a fan turned a potentially embarrassing or career damaging moment into an unforgettable positive will be accepted through September 22, 2014. For more information on the how to enter, please visit the Sexy Hair blog, www.sexyhair.com/blog.
The brand will also be launching a beautifully designed five-piece, limited edition holiday collection featuring a famed image of the starlet on each of the bottles. The 2014 Sexy Hair Marilyn Monroe Holiday Collection includes Big Sexy Hair Volumizing Dry Shampoo, Big Sexy Hair Root Pump Plus Humidity Resistant Volumizing Spray Mousse, Big Sexy Hair Spray and Play Volumizing Hairspray, Big Sexy Hair Get Layered and Healthy Sexy Hair Soy Tri-Wheat Leave In Conditioner. Suggested retail price for the collection ranges from $16.95-$17.95, and is available beginning in November 2014 at www.SexyHair.com.
About Sexy Hair
Sexy Hair was founded in 1999 by Los Angeles Hair Stylist Michael O’Rourke. Headquartered in Chatsworth, Calif., Sexy Hair distributes professional hair care products in more than 45 countries and 60,000 licensed salons across the U.S. Widely known for its “big red can,” Sexy Hair is the #1 hairspray brand in the United States. In 2013, Sexy Hair continued to make history announcing global hair icon Marilyn Monroe as the brand’s ambassador, embodying the brand’s tagline “Styles Change. Sexy is Forever.”