Dew Gibbons returns Vidal to salon roots

Procter & Gamble is to relaunch Vidal Sassoon’s global haircare range, with more upmarket packaging by Dew Gibbons.

The 19-strong range, to go on shelf in the UK later this month, is in opaque, semi-transparent and transparent packs. “We have tried to pull it back to the values associated with salons,” says consultancy director Steve Gibbons.

The new name, VS Sassoon, appears on promotional and point of-sale material, in advertising and on products. The range will be in competition with brands such as Charles Worthington, created by Coley Porter Bell, and Paul Mitchell.

Gibbons worked on the Vidal Sassoon brand during his time at The Partners. Dew Gibbons is now working on further projects for VS Sassoon.

Barber Osgerby Associates is redesigning interiors of celebrity stylist Trevor Sorbie’s 460m2 salon on London’s Floral Street.