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Events in the Industry, Benefits and Awards
March 1, 2009 By: Kelley Donahue, Marianne Dougherty, Lori Morris American Salon
Out of Africa
John Paul Mitchell Systems (JPMS) is launching a new advertising campaign shot by acclaimed photographer Norman Jean Roy that focuses on the company's outreach to aid poverty and children's needs worldwide.
 Norman Jean Roy, John Anthony DeJoria and John Paul DeJoria take a break from shooting |
The latest campaign—shot on location in South Africa's Glen Afric game reserve, White Elephant Reserve and Ingwavuma—continues to stress an ongoing focus on family and philanthropy. Paul Mitchell CEO and co-founder John Paul DeJoria, wife, Eloise, and son, John Anthony, are prominently featured, along with a few of the children who are part of the thousands that Food4Africa's outreach program feeds and educates daily. JPMS has a very close relationship with Food4Africa, with active fundraising through Paul Mitchell Schools, the recent Paul Mitchell 2008 holiday promotion, and continued monetary and hands-on support from DeJoria.
 JPMS' Nanette Bercu on the move |
In keeping with the brand's "look behind the bottle" philosophy, the ads are devoid of product images. "Their message," said JPMS Senior Vice President and Creative Director Nanette Bercu, "encourages the audience to 'live local, care global' while inviting the reader to join JPMS' family of more than 200,000 hairdressers in supporting Food4Africa in its commitment to feed, shelter and educate thousands of needy children every day."
 DeJoria and wife, Eloise, in the new single-page ad |
"Part of our culture here at JPMS is to give back, even in areas where they won't ever directly see the environment or the people they are positively affecting," DeJoria said. "This campaign underscores to individuals that we give in life to help humanity and make the planet a better place to live for all, improving mankind's future. It's good to pay a little bit of rent for being here by doing something good for the humans, animals and environment of our planet."
 The new spread features John Anthony, John Paul and Eloise with some of the children who benefit from Food4Africa's aid |
The campaign debuts this month and runs throughout the year, appearing in more than 10 magazines, including Elle, Glamour, In Style, Lucky, GQ and Self, as well as in American Salon. —KELLEY DONAHUE
 African children from Ingwavuma present the DeJorias with a banner of thanks. |
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