06.07.23
SexyHair, a Henkel brand, is celebrating its 25th anniversary—and recruited Christina Aguilera to help. The new campaign launches at Ulta Beauty stores in July and showcases both '90s icons, the brand says.
It will feature in-store product displays and ecommerce landing pages on Ulta and SexyHair's websites and social channels.
Throughout the past 25 years, both SexyHair and Aguilera have inspired self-expression to their respective audiences.
"I am so honored to work with SexyHair. As someone who has pushed the boundaries of sexuality, empowerment, feminism, and more, to send an inclusive and powerful message to my fans throughout my career, I am thrilled to partner with a brand who has had done the same over the past 25 years," said Aguilera. "We are all sexy, beautiful, and worthy, and I am so happy to continue to spread this message alongside SexyHair."
In 1998, SexyHair launched with their bold, red packaging alongside the debut of Aguilera's first US song release.
SexyHair is famous for their "big red can," with one can sold every six seconds, the brand says. This number is an average based on total unit sales of the SexyHair hairspray portfolio during the 2022 calendar year. SexyHair continues to grow, with a year over year organic sales growth of 13% vs calendar year 2021.
"We are thrilled to partner with Christina, a true 90s icon and symbol of exactly the kind of self-expression SexyHair wants to inspire in everyone," said Stephanie Grady, Vice President of Marketing at SexyHair.
Grady adds, "We've been loving all the nostalgic hair trends going viral recently that were popular during the era the brand was established and Christina's musical career was kicking off. There couldn't be a more perfect partner or time to celebrate our 25th year of SexyHair."
Photo of Christina Aguilera via @xtina on Instagram
