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Sexy Hair Concepts, the Chatsworth, Calif.-based firm that’s known for its volume-generating hair products, has signed pop music quartet Girlicious, whose members were selected on the CW reality show “Pussycat Dolls Present: Girlicious,” to a two-year, multimillion dollar deal.
Sexy Hair will spend $3 million on print advertising this year, and images featuring Girlicious will change monthly for the next seven to eight months.
“The things the company is moving toward are youth, sexiness and diversity,” said Jim Morrison, chief executive officer of Sexy Hair. “If you look at these four girls, it is sort of United Colors of Benetton. It was a natural fit and didn’t take us long to make a decision.”
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