The campaign is entitled Sexy Meet Sexty. With a T - yes you did read that right.
The PR letter sent out when this campaign originally launched is below. I sort of just ignored this campaign at first, but for some reason, as time goes by I find myself not sure if I love it or, well.. hate it.
The ads feature photos of Monroe with quotations from her. “If I’d observed all the rules, I’d never have got anywhere,” she says in one ad. In another, “In Hollywood a girl’s virtue is much less important than her hairdo.” In a NYT article on the subject Ruth Bernstein, chief strategy officer at Yard, said that it was integral to the campaign for Sexy Hair to include Monroe’s quotations, which are from published interviews.“We wanted to bring out not only Marilyn’s timeless glamour but also her smarts and wit,” Ms. Bernstein said. “We are understanding her more and more as a trailblazer.”
Marilyn's estate was acquired in 2010 by the Authentic Brands Group and it seems to me that she has had a revival as a star since. Even Chanel got in on it with their perfume ads for Chanel No.5. Look on any social media platform out there and you will see hundreds of thousands of followers for both her "official" pages and her fan pages. Marketing the deceased, if the deceased has a huge and endearing following like Marilyn does, is big business. It can rival the marketing of living celebs and in some cases surpass it.
And with the dead you won't get any media sensation Justin Beiber moments and advertisers know it. “You know she’s not going to be stumbling down on the set or getting arrested,” said Jennifer Weiderman, vice president for marketing and education at Sexy Hair, referring to using Monroe rather than a living celebrity. “That’s not the reason we chose her, which is because she’s sexy, smart, sassy and iconic — but it’s important.”
I don't know, I am still on the fence. I understand that business is business and it's going to happen regardless but ... there is still something that does not quite sit well with me. Am I off base here? What do you think?
Letter from the PR people at Sexy Hair announcing this campaign:
Dear Sexy People,
We are thrilled to share with you our new Sexy Hair ad campaign featuring Marilyn Monroe that has just hit the newsstands. We call it SEXY MEET SEXY. The first issues are out showcasing Marilyn and her witty Monroeisms and our hero hairspray product, Spray and Play. The ads will be running in Allure, OK, In Style, and Cosmo in issues through December and generate over 50 million impressions. We also have billboards up in Los Angeles on Sunset Boulevard and in New York City in Soho and Meatpacking areas as well as Brooklyn.
Sexy Hair is investing over $10 million in the next 18 months on consumer advertising, so you will be seeing a lot of Marilyn and Sexy Hair in print ads, outdoor billboards, online, and via social media We are already planning next year--bigger and better, so get ready and remember, "In Hollywood a girl's virtue is much less important than her hairdo." Marilyn said this so eloquently back in the day, and we at Sexy Hair believe that this is even more important today, as good hair never goes out of style. This leads in nicely to our tagline featured at the close of all of our ads…
STYLES CHANGE. SEXY IS FOREVER.