Procter & Gamble's Sebastian Professional Partners with Sony Pictures' Burlesque

Procter & Gamble's Sebastian Professional Partners with Sony Pictures' Burlesque

-- Re-Shaper Hairspray Takes Center Stage as the Official Hairspray of Burlesque --

WOODLAND HILLS, Calif., Nov. 3, 2010 /PRNewswire/ -- Procter & Gamble Salon Professional, a division of The Procter & Gamble Company (P&G) (NYSE: PG), announces Sebastian Professional's collaboration with Sony Pictures' Burlesque, the highly-anticipated musical film starring Cher and Christina Aguilera, in theaters Nov. 24. Already a Hollywood movie set staple, Sebastian Professional Re-Shaper hairspray steps past the curtain and into the spotlight as the Official Hairspray of Burlesque.

To view the multimedia assets associated with this release, please click: http://multivu.prnewswire.com/mnr/sebastianprofessional/46943/

(Photo: http://photos.prnewswire.com/prnh/20101103/MM90475 )

(Photo: http://www.newscom.com/cgi-bin/prnh/20101103/MM90475 )

"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 shines on-stage alongside some of Hollywood's brightest stars. It was also on-set as the working hairspray used to shape the fearless styles that transformed the actors into their characters, truly defining what hair artistry is.

"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 starring moment in 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*.

About Burlesque

Ali (Christina Aguilera) is small-town girl with a big voice who escapes hardship and an uncertain future to follow her dreams to LA. After stumbling upon The Burlesque Lounge, a majestic but ailing theater that is home to an inspired musical revue, Ali lands a job as a cocktail waitress from Tess (Cher), the club's proprietor and headliner. Burlesque's outrageous costumes and bold choreography enrapture the young ingenue, who vows to perform there one day. Burlesque features an all-star cast including: Cher, Christina Aguilera, Eric Dane, Cam Gigandet, Julianne Hough, Peter Gallagher, Alan Cumming, with Kristen Bell and Stanley Tucci. Burlesque opens in theaters nationwide on November 24, 2010.

To find our more information or to watch the Burlesque movie trailer please visit www.sonypicturespublicity.com. For more information on Sebastian products or to locate a salon, log on to www.sebastianprofessional.com.

About P&G Beauty & Grooming

P&G Beauty & Grooming products help make beauty dreams real for women and help men look, feel and be their best everyday. With 8 billion dollar brands and products available in nearly 130 countries, P&G's beauty and grooming products delivered sales of over $27 billion in fiscal year 2009/10, making it one of the world's largest beauty and grooming companies. P&G Beauty & Grooming offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including Pantene®, Olay®, Head & Shoulders®, Max Factor®, Cover Girl®, DDF®, Frederic Fekkai®, Wellaflex®, Rejoice®, Sebastian Professional®, Herbal Essences®, Koleston®, Clairol Professional®, Nice 'n Easy®, Venus®, Gillette®, SK-II®, Wella Professionals®, Braun® and a leading Prestige Fragrance division that spans from point of market entry consumers to high end luxury with global brands such as Hugo Boss®, Lacoste®, and Christina Aguilera®. Please visit http://www.pg.com for the latest news and in-depth information about P&G (NYSE: PG) and its brands.

About Screen Gems

Screen Gems is the specialty production division at Sony Pictures Entertainment, which was created to finance and produce moderately budgeted films that are marketed to targeted audiences.

*No purchase necessary. Sweepstakes starts 10/4/10 and ends 10/25/10. Open to legal U.S. residents of the 50 U.S. & D.C. (ME excluded) 18 and older. Go to www.sebastianprofessional.com/burlesque for details and Official Rules. Void where prohibited. Sponsor: Sebastian Professional.

SOURCE Sebastian Professional

Photo:http://photos.prnewswire.com/prnh/20101103/MM90475
http://photoarchive.ap.org/
Photo:http://www.newscom.com/cgi-bin/prnh/20101103/MM90475
http://photoarchive.ap.org/
Video:http://multivu.prnewswire.com/mnr/sebastianprofessional/46943
Sebastian Professional

CONTACT: Jenna Dalto, DeVries Public Relations, +1-212-891-0404, jdalto@devries-pr.com, or Chloe D'Angelo, DeVries Public Relations, +1-646-253-0214, cdangelo@devries-pr.com

Web Site: http://www.pg.com

-------
Profile: intent