This week the world lost fashion and hairstyle icon Vidal Sassoon. Not only did he bring a new style in fashion and hair to the scene, but his business acumen and marketing techniques made it possible for him to rise from owning a single shop in London to becoming an international sensation. Vidal pushed his name and his ideals constantly. He understood how business worked. Although Vidal may be gone now at the ripe age of 83, his efforts earlier in life in the marketing realm made sure that his name and products will live on.
Like all good advertising and marketing, you must have a product or service that people want. Sassoon provided that, giving the world his signature cut, "the Bob," other quirky cuts, and the "wash and wear" hairstyles. Because of him, women decreased their time in hair salons. One of his biggest breaks was when he styled Mia Farrow's hair in the 1967 film "Rosemary's Baby."
Even the Beatles were known to be Sassoon-inspired.
He perfected his craft and then landed fantastic opportunities for product placement. Along with his plug with Mia Farrow, his hairstyles were seen in Mary Quant's fashion shows. Quickly his hairstyles became associated with Quant's taste.
As he built salons, he used his name and diversified and went into writing. He wrote two books, with the book A Year of Health and Beauty becoming a bestseller.
And with all of that, he knew how to create a catchy tagline: "If You Don't Look Good, We Don't Look Good."
Simple, yet powerful. Vidal Sassoon was telling his audience that his reputation depended on their beauty. If their hair didn't come out as a success, he had no one to blame but himself. Shouldering the responsibility of the product took the fear out of the customer, which made it an easy sell.
And we've heard taglines in the fashion industry with a similar ring. For example, "You'll Like the Way You Look. I Guarantee It." - Men's Wearhouse.
Vidal Sassoon created an empire by being relentless and constantly advocating hairstyling as an industry. He pushed his name to the top as a fashion expert.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
This week the world lost fashion and hairstyle icon Vidal Sassoon. Not only did he bring a new style in fashion and hair to the scene, but his business acumen and marketing techniques made it possible for him to rise from owning a single shop in London to becoming an international sensation. Vidal pushed his name and his ideals constantly. He understood how business worked. Although 
