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July 29 2014

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Sunsilk Shacks Up With Teddy Charles

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It was just two months ago that we called Frédéric Fekkai’s plans to start selling his luxury, niche haircare line at Walgreens and Target “industry-standard-setting.” Turns out, there is indeed a revolution afoot, and Sunsilk will be the next brand to get in on it. The popular drugstore line has enlisted editorial hairstylist Teddy Charles to help co-create its spring product range, which includes formula and packaging updates to preexisting best sellers like its Daring Volume, ThermaShine, and Hydra TLC. What’s intriguing about the project is that the bottles will now also boast head shots of Charles, a devastatingly handsome French-born shear genius who makes models swoon backstage at Rag & Bone but likely has no avid Walmart shopper fans. But no matter. Sunsilk’s goal is to “capture his expertise in a bottle” and up the ante on its fashion-forward branding by bringing in a real runway regular. Definitely keep an eye out for meet-and-greets: Should Sunsilk take Charles on the road to introduce him around the country, you may not understand everything that comes out of his mouth in that irresistible accent, but don’t be surprised if you suddenly want to buy some shampoo.

Photo: Courtesy of Sunsilk

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