Cory Kennedy New Face of Sebastian
Internet Celebrity Partners with Hair Care Brand's Whipped Crème
Jun 12, 2008
As Stephen Lomas, Sales Manager for Wella Canada says, “If you don’t know who Cory Kennedy is—you will,” emphasizing that Sebastian has set the stage to launch Kennedy’s career into the next stratosphere. Kennedy is the face of hair fashion for Sebastian's new styling prodcut Whipped Creme.
Who Is Cory Kennedy?
She only turned 18 in May, but she has already lead the life of a Club 54 patron: 2008 style. A chance meeting with Los Angeles-based nightlife photographer Mark “The Cobra Snake” Hunter when she was 15 ignited her popularity. The meeting lead to photos he took of her being posted on his website, her photos garnering staggering traffic, her interning at his company, the two dating, and her incredibly successful blog about her socialite social life.
As L.A. Times/ West’s Shawn Hubler wrote in "The Secret Life of Cory Kennedy," February 25, 2007, “By the time Cory Kennedy's mother realized that her child had become, in the words of Gawker.com, an "Internet It Girl," the Web was riddled with photos of Cory posing, eating, dancing, shopping, romping at the beach, looking pensive and French-kissing one of the (adult) members of the rock band the Kings of Leon.
She had European fan sites. She had thousands of people signing on to her MySpace pages. She had fashion bloggers dissecting her wardrobe. She had people watchers from the Netherlands to Japan speculating about her life story. She had designers begging her to wear their clothes and deejays offering her money to show up at their nightclubs. She had invitations to party with Paris Hilton and Lindsay Lohan.”
The New Face of Whipped Crème
Sebastian International has recognized Kennedy’s It Factor, and branded her as the hair with a recognizable face to sell its new Whipped Crème styling product.
Whipped Crème has the look and texture of canned whipped cream that comes out for pumpkin pie at Thanksgiving. It dispenses from a serrated nozzle—just like the whipped cream can. And it really does look good enough to eat.
Nylon Magazine features Kennedy at a photo shoot promoting the product. During the shoot, Kennedy describes using Whipped Crème outside the studio on her own. “It’s amazing because I can—it gives me, like, curls and waves and bounce, and it’s really light, and it smells really good.”
Some might think Sebastian is taking a chance using a teenager to represent its new campaign, but it seems to have worked for other companies, such as the cosmetics giant Cover Girl who uses 19-year-old Rihanna as a spokesmodel. Fashion's trend in advertising is moving away from using nameless models and instead are branding celebrities, as HairDo Hair Extensions has done with Jessica Simpson.
The U.S. relaunch of Sebastian International is scheduled for July 2008. Its Canadian debut will be in September.
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