Burnett Resets Vidal Sassoon

Leo Burnett attempts to push the Vidal Sassoon hair-care line as a high-end fashion accessory rather than another packaged commodity in its first campaign for the Procter & Gamble brand since landing the business nearly two years ago.

“In the ’60s, Vidal Sassoon was the only hair stylist that had any fashion credentials,” said Nick Souter, Burnett’s global creative director on the brand. “Over the years, that image has disappeared.”

Print executions in the campaign launching the VS Sassoon line use the VS initials as a shorthand for “versus.”