Vidal Sassoon
kf!g represented Vidal Sassoon, the man, the salons, the academies, and products for over two decades, providing cultural significances through, marketing, partnership, launches, experiential events, and high-level iconic brand storytelling.
The Challenge
Vidal Sassoon was already a household name, but legacy alone doesn’t guarantee relevance. For over 20 years, the challenge was to continually refresh the brand’s public image and align with evolving trends in beauty, fashion, and media.
Our Strategy
To make every month like a new challenge. We developed brand awareness through partnerships, major promotions, media appearances, and celebrity endorsements. kf!g delivered standout press moments that kept the brand in headlines and on the lips of tastemakers around the world.
Press Coverage
For 20 years we delivered monthly national and regional programs and stories that received monthly media exposure. Among those our programs were styling celebrity hair for the Oscars, Emmys, Grammys and models for New York Fashion Week . Each of these offered photo ops and product placements, television and digital coverage that earned national and international media. Coverage spanned TV, print, and digital, keeping Sassoon constantly in the spotlight.
Developed Creative Marketing Concepts
To make every month like a new challenge. We developed brand awareness through partnerships, major promotions, media appearances, and celebrity endorsements. kf!g delivered standout press moments that kept the brand in headlines and on the lips of tastemakers around the world.
Positioning
Advised the Sassoon team on brand identity updates and long-term positioning, shaping the narrative that placed Sassoon at the intersection of beauty, fashion, and pop culture for two decades straight.
The brand remained culturally relevant across multiple generations, thanks to the Vidal Sassoon team’s limitless creativity and kf!g’s consistent press visibility, bold innovative direction, and high-caliber campaign execution.
The Results
Testimonials
“Michele promoted and launched my salons and product line across the U.S., consistently delivering standout national and international press. Her creativity and execution helped shape our brand for over two decades.”
– Vidal Sasson, Founder
“I have worked with kelly fogelman group for over twenty years. During that time, I have witnessed first-hand their creativity, dedication, and performance. For my company, Vidal Sassoon, they opened salons, launched products and hair collections, and consistently produced local and national press, week after week, month after month. I cannot say enough about them. They increased Vidal Sassoon’s name and business immeasurably.”
– Phillip Rogers, CEO Vidal Sassoon Inc.