Vidal Sassoon rolls out global overhaul

LONDON - Vidal Sassoon has revamped its brand to introduce a premium global look. Design consultancy Dew Gibbons has created the visual identity for the parent brand, Vidal Sassoon, and two sub-brands, the Vidal Sassoon salon business and Sassoon Studio.

Dew Gibbons was hired to give the 43-year-old brand a prestige look across all aspects of its communications. It has created a family of brand logos, colour palettes and visual personalities for the parent and sub-brands.

The look will be introduced to all Sassoon's salons around the world and will appear on its range of products, which include electrical styling appliances, brushes and combs and haircare products such as shampoos and conditioners.

The design will first appear when the Sassoon Studio in Liverpool's new shopping development, the Met Quarter, opens in April.

The 2000ft2 outlet will be situated on the first floor of the development, alongside designer stores such as Hugo Boss and Armani.

Vidal Sassoon's owner, Procter & Gamble, has been evaluating the brand since 2003, and plans to revitalise it with the launch of a chain of salons targeting the youth market.

Vidal Sassoon competes with high-street hair salons such as Toni&Guy. There are 10 Sassoon salons in the UK and two studios.

Founder Vidal Sassoon was famous for creating the bob haircut and the geometric styles of the late-60s, when his clients included actress Mia Farrow and designer Mary Quant. He is no longer associated with the brand.

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