Paul Mitchell and Seventeen magazine teamed up to launch the ninth annual nationwide Seventeen US: Campus Tour, which is scheduled to hit colleges this month. The campus tour kicks off on August 22, 2012 and will travel to five universities. The tour will run through September, and will debut in Boulder, Colo., Houston, Los Angeles, Madison, Wis. and Philadelphia.
Students will discover, firsthand, the "truth about curls" at Paul Mitchell's engaging interactive experience located inside the Seventeen Pavilion. They'll also learn about the new Paul Mitchell Curls line debuting in the fall and will have a chance to record a "curl confessional" in a video booth. Attendees can also pick up a deluxe set of Paul Mitchell Curls samples and enter a contest for an opportunity to score a full set of the new product line before it officially hits shelves in the fall.
Developed with extensive input from curly girls, Paul Mitchell Curls includes four products that aim to deliver perfect curls with zero sulfates, frizz and crunch. The collection includes: Spring Loaded Detangling Shampoo; Full Circle Leave-In Treatment; Twirl Around Crunch-Free Curl Definer; and Ultimate Wave Beachy Texture Cream-Gel. It will be available in September 2012, exclusively in salons.
"We're taking our "Truth About Curls" campaign on the road to help thousands of girls across the country embrace their natural curls and waves," says Jason Yates, vice president of marketing, John Paul Mitchell Systems.
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