HEAD FOR CHANGE

Sometimes less is definitely more. Following the ?what?s behind the bottle? culture-over-product concept featured in the recent ad campaign shot by Annie Liebovitz, John Paul Mitchell Systems recently wrapped a new advertising campaign, this time aimed at teens. The new Fall ?07 youth-oriented ?Head For Change? campaign, shot by photographer Steven Lippman, showcases the pillars of Paul Mitchell?s culture with profiles of charitable efforts of several select Paul Mitchell The School Future Professionals, sponsored athletes, and teens connected with the JPMS family.

The ads are scheduled to appear beginning in September 2007 in Teen Vogue, Seventeen, and Cosmo Girl magazines and will be featured for several months in the last quarter of 2007. The images are all in high contrast black and white, with the subjects outfitted in paired down black and white clothing holding objects that highlighted their life?s focus that were printed with slogans communicating their philanthropic passion. For instance, Paul Mitchell The School Future Professional Matt Fine, a drummer involved with the carbon-offsetting organization American Forests, is pictured with a drum with a bold ?Trees Rock? slogan; Future Professional Natasha Vranic, a fashion designer who champions women?s issues, is draped in black cloth printed with the statement ?Giving Back is the New Black?; and Future Professional Rachel Burney poses with a map of Africa stating ?Can a Story Change the World? referring to her work with Invisible Children to protect and provide hope for kidnapped Ugandan children in the midst of constant rebel war.

The athlete focused wing of the shoot follows the same concept while featuring the athletes with their respective equipment and cause. Teens Francesca Eastwood, daughter of activist and JPMS supporter Clint Eastwood, is also featured in the campaign encouraging readers to ?give back?.

JPMS CEO John Paul DeJoria expresses that the company?s new message ?doesn?t sell one product, but it tells you about our culture. And if we do the same thing with the youth of America, they will get that message.?

Those appearing as Cond? Nast inserts will be printed on 10% post consumer recycled paper. The advertisement will also appear on a new Paul Mitchell website where viewers can click on the individuals profiled in the campaign for a window into their world through interviews, photos and streaming video while simultaneously learning more about the various organizations they support in the campaign and tips on how to get involved and ?head for change?.

Sometimes less is definitely more. Following the ?what?s behind the bottle? culture-over-product concept featured in the recent ad campaign shot by Annie Liebovitz, John Paul Mitchell Systems recently wrapped a new advertising campaign, this time aimed at teens. The new Fall ?07 youth-oriented ?Head For Change? campaign, shot by photographer Steven Lippman, showcases the pillars of Paul Mitchell?s culture with profiles of charitable efforts of several select Paul Mitchell The School Future Professionals, sponsored athletes, and teens connected with the JPMS family.

creative director