press release

press release
Haircare by Us for You
press release: erin o’connor, helena christensen and
jamelia launch their own hair-care range for Model.MeTM
in partnership with TONI&GUYTM
Leading fashion and music personalities
Erin O’Connor, Helena Christensen and
Jamelia, have announced that they will
launch a new style-icon influenced,
designer haircare range called
Model.MeTM in partnership with
TONI&GUYTM for September 2007.
With TONI&GUY’S expertise in product
innovation, teamed with the girls’ personal
vision of what their ultimate hair-care
product range would comprise of,
Model.MeTM has been created as a
capsule collection of 15 products split into
three distinct ‘style-icon’ ranges.
Aptly named after the girls, each product
line is the result of what Erin, Helena and
Jamelia wanted as their five must-have
hair essentials, in representing their own
personal style.
This included their involvement in all
aspects of product development, from
deciding on key ingredients, as well as
selecting the fragrances, colours and
component design.
The idea and concept Model.MeTM, came
at a time when it felt right to develop a
high performing haircare range, which
had a strong connection to the fashion
industry. It was thought that the new
range should also accurately represent
today’s fashion conscious and
style-driven woman, who increasingly
demands quality and exclusivity backed
by ‘true’ personalities that she can
relate to.
Not just another celebrity endorsement,
Model.MeTM is the first ever haircare
range developed as a collaboration
between leading fashion and music
personalities and a famous
hairdressing brand.
Sacha Mascolo-Tarbuck, Global
Creative Director, TONI&GUY said:
“With a career spanning 20 years at
TONI&GUY, from overseeing image
creation, through to international show
production - plus the development of
award winning product ranges such as
TONI&GUY 'Signature', Insights, label.m
and now the new Model.MeTM range,
I feel that it all forms part of a natural
progressive move; that is reflective of the
brand's renowned fashion-led image.
“This has been a truly unique project the starting point was working alongside
the girls' and developing must-have
product ranges for their hair type - for
women with the same hair texture
and style.”
James Tarbuck, Head of Media,
TONI&GUY said:
"Having thought up the concept of
Model.MeTM with the team from
Name Ventures Ltd, it was during a
project meeting that I then came up with
the name! From that point on, Sacha
showed us how it could be made
possible, and it was her expertise and
experience that really made it into a
reality. It's truly been a great journey for
all of us involved."
Gavin Myall, Director of
Model.MeTM said
“Erin, Helena and Jamelia have been
involved in each stage of creating their
own product range for Model.MeTM - from
the logo and pack design to the
ingredients, scent and the style of each
range. This is what makes Model.MeTM
so unique, as they have chosen to
develop products which they would go out
and buy themselves. Model.MeTM is not
about celebrity endorsement, but about
being innovative, creative and inspired.”
Notes to Editors
*Model.MeTM is a joint venture with TONI&GUY and
Name Ventures Ltd. The company’s philosophy is to
create and develop new product ranges with high
profile celebrities in partnership with established
brands who are experts in their field, creating real
and valuable products for the consumer.
• Only the **Organic Olive Oil used in Helena’s
Super Hydrating Conditioner and Movement Balm
is fully certified by the Soil Association not the
actual products
• TONI&GUY currently sells haircare ranges in the
following countries: Australia, Czech Republic,
Denmark, Germany, Holland, Hungary, India, Iran,
Jordan, Kuwait, Myanmar, Norway, Sweden,
South Africa, Turkey and Pakistan.
• Boots retails TONI&GUY in: Switzerland, New
Zealand, Hong Kong, Taiwan, Thailand, Indonesia,
Russia and Romania
Model.MeTM will launch exclusively on 12th September
2007 in Boots, TONI&GUY and
essensuals salons nationwide. www.boots.com
For information on Model.MeTM or interview requests
with Sacha Mascolo-Tarbuck, Global Creative
Director, TONI&GUY please contact:
Nichola Scott, Head of PR & Creative Projects,
TONI&GUY Media, 020 7921 9000
nichola.scott@toniandguy.co.uk
For press samples and photography please contact:
Carolyn Whitehorne, Senior PR Manager,
TONI&GUY Haircare, 020 7921 9030
carolyn.whitehorne@toniandguy.co.uk
For interviews and quotes from Erin O’Connor, Helena
Christensen and Jamelia please contact:
Anna Lusser, Communications Director
at Name Ventures Ltd, 020 7557 7131
anna@namelondon.co.uk
EXCLUSIVELY AVAILABLE AT
and
© PRESS MATERIAL DESIGNED BY MASCOLO DESIGN: Mark Nicholls & Melissa Fearon
Haircare by Us for You
the range:
with its beautiful, yet simple component aesthetic, all of
the products are clearly distinguished by depiction of
each models’ unique image and a personal testimonial.
Model.MeTM is about being your own personality and
choosing the aspirational look that best reflects your
individual style interpretation!
“Working in the fashion industry has enabled me to
be a part of the creative process, to push
boundaries, experiment with extreme styles, and
explore the constantly evolving trends.
My hair really is a huge part of who I am and my
Model.MeTM fashion industry inspired products
developed with the technical expertise of
TONI&GUYTM, means that anyone can achieve the
boldest hairstyles with speed and ease.”
Haircare by Us for You
epitomising a high fashion, brit-cool attitude
Erin Illuminating Shampoo
250ml
Erin Illuminating Conditioner
250ml
Erin Quick Fix Dry Shampoo
200ml
Erin Creative Styling Glue
150ml
Erin Matt Styling Paste
85ml
Formulated to revitalise and boost, this
detoxing shampoo is brilliant at gently, yet
effectively removing residual styling product
build up, whilst ensuring natural looking
volume and lustrous shimmer.
Partnering its accompanying shampoo, this
conditioner works to re-energise and lightly
moisturise fine-normal hair types.
Also helps to ease away tangles for a silky,
smooth feel whilst adding textured volume.
Quick in name, quick in performance, this
convenient hair ‘life-saver’ is Erin’s favourite
product in the range and contains an odour
neutralising ingredient to refresh in between
shampooing, by helping to remove excess
surface oils so that manageability is restored
with touchable body to refresh your style.
For structured styles with true
‘self-expressive’ texture, this shaping glue
gives the kind of edgy theatrical look that
Erin is renowned for. Gives a strong hold
with shine and can be applied to damp - or
for an even more extreme look - dry hair.
In line with the current trend for soft focus
texture with a velvet finish, this creamy,
water-based paste works its magic to create
a myriad of styling options. It shapes,
moulds and separates with definition that
shorter, choppier styles get maximum
effect from.
“Naturally Beautiful - It’s the way I want to look.
Backed by the technical expertise of TONI&GUYTM,
my Model.MeTM range is an exclusive collection of
my favourite products, infused with my delicious
unique fragrance.
Products that you can trust to care for your hair.”
Haircare by Us for You
epitomising true, natural beauty intelligence
Helena Super Hydrating Shampoo
250ml
Helena Super Hydrating Conditioner
250ml
Helena Vitamin Protection Spray
150ml
Helena Radiant Styling Spray
150ml
Helena Movement Balm
85ml
Scientific know-how, together with olfactory
elements leads the way with this gentle,
hydrating cleanser, that’s specially
formulated to re-balance the hair and
cationic conditioners which seek out drier,
more vulnerable areas. With additional
extracts of Mulberry, Ginseng and
Rosemary to help protect against external
elements such as sun damage and
heat-induced styling.
Formulated with Organic Olive Oil** to help
restore lost moisture, this thoroughly
hydrating, gorgeously scented conditioner is
tailored to Helena’s specific request for
something that ‘makes your hair feel as
though it has been given a boost of
nourishing ingredients’ and infuses each
individual strand with moisture, while cationic
conditioners navigate areas in need of more
help for manageability and softness.
Designed to care and nurture, this highly
effective protective spray - Helena’s
favourite, is formulated with antioxidants and
UV filter’s to shield against environmental
pollutants, free radicals and heat induced
damage. Panthenol gives added moisture,
whilst humectants and intelligent
conditioners help increase levels of shine.
This amazing style maintenance spray is
formulated with Flexi Polymers that allow
control with natural movement without the
dreaded ‘weigh-down’, for guaranteed
bounce to those natural waves.
Gives light hold and volume whilst
maintaining the hairs’ natural tactility with
added protective antioxidants.
For sensual movement and bounce, natural
waves are made more beautiful with soft
definition. Formulated with Organic Olive
Oil** that helps to give shine while delivering
restoration to lost moisture.
Drier areas are simultaneously targeted with
intelligent conditioners.
“As a singer and model, my hair’s got to look
fabulous at all times.
As a woman and mother, I also want it to be
luxurious and together with the scientific expertise
and Afro hair-care knowledge of TONI&GUYTM,
I’ve created a premium collection of Model.MeTM
products that look, feel, and work brilliantly.”
Haircare by Us for You
epitomising modern, black-british glamour
Jamelia Enriching Shampoo
250ml
Jamelia Enriching Conditioner
250ml
Jamelia High Gloss Blow Dry Liquid
150ml
Jamelia Affinity Serum
150ml
Jamelia High Maintenance Pomade
85ml
With afro/textured hair being the most fragile
of all, this concentrated shampoo comes
enriched with optimum levels of Pro Vitamin
B5 to promote natural shine with
added moisture. Cationic agents help to
create a smoother, glossy feel while
imparting softness.
For afro/textured hair with a tendency
towards dryness, this exceptional conditioner
gives a dose of revitalisation with optimum
levels of Pro Vitamin B5 - combined with
exotic Coconut Oil to drench hair with
hydration - making it healthier, smooth,
manageable and well prepared for styling.
Designed to aid styling control, this is
practically unrivalled in giving afro/textured
hair protection from habitual heat assisted
styling and helps to combat dullness with a
special moisturising complex - whilst giving
great hold and reflective shine.
This anti-frizz tamer is created to bring about
calm resistance, providing hair with a silky,
smooth finish that’s made possible with a
blend of silicones for control.
Additional benefits include helping to
minimise the look of split ends for
easier blow-drying and/or use of
straightening irons.
Humidity control is a perennial challenge for
this hair type, which is why this special
pomade - which Jamelia loves to use, has
been formulated with a blend of oils to
mould and sculpt graphic-led cuts whist
combating frizzing.
biographies
Haircare by Us for You
biographies
Erin O’Connor originally planned to be a dancer however her
career plan took a different route when she was spotted whilst
shopping in Birmingham in 1996. Within just a few months she
found herself working on a Versace campaign.
She has appeared on many front covers from Vogue and Numero
to i-D. Advertising campaigns include Chanel, Givenchy,
Donna Karan, Valentino, Armani, Versace, Anne Taylor and
Dolce & Gabbana, to name a few. Always highly in demand, in
one month alone, Erin appeared in British Vogue shot by Tim
Walker, US Harpers Bazaar with Julian Broad, Self Service with
Magnus Unnar and Another magazine with Nick Knight. Erin also
features in the haute couture seasons, working with Jean Paul
Gaultier, Valentino, Yohji Yamamoto, Ellie Saab and John
Galliano at Christian Dior.
In 2003, Erin took part in a Channel 4 documentary, which
challenged the public perception of models working within the
industry. In 2004, she hosted and art directed The Clothes Show
Live at the NEC, adding some of the world’s most renowned
fashion designers.
Erin’s poise, elegance and intelligence has led to a highly
coveted association to the British Fashion Council as Vice
Chairman. Alongside this, she has most recently established
herself as a contributing writer to Vogue, i.D, The Times, Evening
Standard and the Daily Telegraph. She recently appeared on
BBC Radio 4’s ‘Between Ourselves’, discussing politics and
social interest in the fashion industry and has lectured and given
talks to various universities and colleges about the world of fashion.
Helena Christensen is synonymous with fashion. One of an elite
group of international models, she has possibly had one the most
diverse careers available within the modelling industry.
Her career took off instantly after meeting with two of the most
powerful people in the industry, Karl Lagerfeld and Peter
Lindburgh. She was booked for the Chanel campaign and
numerous editorial shoots for Vogue within days of arriving in
Paris and within a short period, Helena secured prominent
contracts from leading designers on both sides of the Atlantic.
In 1991 she was cast in Chris Isaac’s Wicked Game video,
which is constantly being selected as the Sexiest Video of
All-Time by MTV.
In the past years, Helena has worked as a professional
photographer, shooting for various editorial magazines including:
French, Italian and Spanish Vogue, French Jalouse, Dazed and
Confused, Interview Magazine, Blackbook, Harpers Bazaar,
World of Interiors and advertising clients such as Sony Ericsson,
Carlsberg, Aveda along with numerous other projects exploring
her own personal work. She has exhibited in Tokyo, London, New
York, Berlin, Stockholm and Rotterdam.
More recently Helena turned her many talents to acting and
appeared in her first feature film, Allegro by fellow Dane, Director
Christoffer Boe. She has an antique store in New York Butik and
a clothing range, Christensen and Sigersen.
Helena splits her time between her native Copenhagen and New
York, where she lives with her 7 year old son, Mingus.
Jamelia was discovered by Parlophone at the age of 15, when
she stood up in the A&R executive’s office and sang her own
songs acapella style. Parlophone signed her on the spot and
released the first single three years later at the tender age of 18.
She went on to have 4 top 40 hits and in 2000, was nominated
for four Mobo Awards, winning one and was on her way to
becoming the UK’s R&B princess. However, Jamelia fell pregnant
shortly after and she effectively put her career on hold, but
nevertheless kept writing material.
Now a mother, Jamelia returned to the forefront with the same
adour and confidence she entered the industry with. In June
2003, she re-launched her career and within a year she had 4 top
10 singles and her second album, Thank You went platinum in
the UK selling over 500,000 copies worldwide. She subsequently
won a further three Mobo Awards including Best UK Act and Best
Single at the Q Awards. At the age of 25, Jamelia has released
her third album Walk with Me. In total, so far, she has had 7 top
10 singles and that she has sold over a million albums.
As a model, Jamelia has featured on the cover of
Harpers & Queen and Elle, featured in Vogue and won Best
Female Music Star at the Elle Style Awards. Her positive image
has also attracted Pretty Polly and Reebok as the face and legs
of each brand.