Nov 03, 2010 at 01:36 PM
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P&G Partners with Sony Pictures for Official Hairspray of Burlesque

Procter & Gamble Salon Professional, a division of The Procter & Gamble Company, has partnered with the new Sony Pictures' musical film starring Cher and Christina Aguilera, to make Sebastian Professional the Official Hairspray of Burlesque, opening in theatres November 24th.

"We're thrilled to partner with Burlesque, because the film embodies the notion of fearlessness and celebrates creative expression on so many levels, so it really is a natural fit for Sebastian," says Reuben Carranza, CEO, P&G Salon Professional North America. "Since the birth of Shaper hairspray in Hollywood 25 years ago, Sebastian has maintained its commitment to supporting and enabling creativity on movie sets, red carpet events and editorial shoots."

In the film, Re-Shaper will appear on-stage and was used to shape the styles that transformed the actors into their characters in the film.

"To capture the essence of Burlesque, we created looks that were highly textured and voluminous for a sexy, dramatic effect," says Martin Samuel, hair department head on the set of Burlesque. "The styles I created for the actresses had to withstand lots of movement, shine under bright lights and restyle quickly for scene changes, so I needed a hairspray that provides strong hold, but is also reworkable for easy brushing and re-styling."

To support Re-Shaper's partnership with the film Sebastian Professional will launch a limited-edition gift set, a national sweepstakes, in-salon promotions, print advertisements, retail displays and a sponsorship of the A-list Hollywood premiere.

The limited-edition, Burlesque-inspired gift set is available in salons nationwide in October for $30. It includes the film's signature product, Re-Shaper hairspray, Drench shampoo, an online code to activate a free movie ticket up to $14 to see Burlesque and a chance to win a trip for two to the Hollywood premiere of the movie.