The partnership pays homage to the icon’s brooding look and includes a multi-tiered marketing campaign to support the movement

Professional haircare brand, Sexy Hair, has named James Dean the new brand ambassador for its Style Sexy Hair line—an ‘appointment’ which takes effect in April 2016. The partnership pays homage to the cultural icon’s brooding look and includes a multi-tiered marketing campaign to support the movement.

The push will see the use of his name and photos across its advertising as well as online, in-store, and public relations efforts. The star’s branding is being leveraged to celebrate his ‘devil-may-care’ demeanour and suave style, which have over time come to be labelled as the epitome of ‘cool’.

Meanwhile, it is said that his perfectly coiffed and voluminous hair has transcended decades of fashion and trends, only to become a trademark all its own. Six decades into his passing, Dean remains one of Hollywood’s most enigmatic symbols, while ‘The James Dean’ lives on as one of the most desired hairstyles today.

The upcoming push, commissioned by Sexy Hair, will entail a series of print and digital ads featuring popular James Dean photographs, images, and quotes. Set to debut during the first quarter of next year, the exercise will place the ambassador alongside Style Sexy Hair products to drive men everywhere to tap into their inner cool.

“The tie-up with the James Dean brand will allow Sexy Hair to put focus on our many successful male grooming products like Hard-Up, Slept-In, and Frenzy and further expand in the men’s hair segment,” said Karl Heinz Pitsch, President and CEO at Sexy Hair.

According to Pitsch, Dean’s spectacular legacy will invigorate the said collection and further position the brand as a leader in hair-styling products. Dean’s perennial signature style is set to debut across Sexy Hair’s digital platforms including its website and social media channels such as Facebook, Twitter, and Pinterest.

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