Star-Studded Webcast Infomercial, Live!

Bringing its new “See it. Do it,” campaign to the Net, Salon Selectives is set to host a live Webcast Wednesday in which WB Network stars vie in a hairstyling duel.

Scheduled for 10 p.m. EST, the event features celebrity stylist Richard Marin and his team racing against the clock to create fun and funky hairdos on Buffy the Vampire Slayer’s Elizabeth Anne Allen and Roswell’s Julie Benz. Kathy Griffin, of Suddenly Susan fame, is the MC as other WB stars critique the styles for creativity, quality and entertainment.

Developed by digital@JWT Chicago, the event grows out of the rebranding of Salon Selectives. Backed by an $80 million marketing budget, Unilever’s Helene Curtis unit is trying to revitalize the 13-year-old brand and expand its share of the hair care market. The move involves a shift from the traditional pink bottle and number/letter system to a sleeker, transparent look with to-the-point names.

In September, the company launched its “See it. Do it,” campaign, created by J. Walter Thompson Chicago. The TV spots show women – inspired by spoons, a cactus, lamps and martinis – sculpting off-the-wall hairdos.

For the Webcast, viewers on helenecurtis.com can select the “inspiration” for stylists to work from and at the end can vote for their favorite style.

An online promotion with MTV offers a chance to join the live audience in Los Angeles, and ads in alternative and college newspapers are designed to generate traffic.

Ann M. Mack

Adweek IQ