22 July 2024

“XO Your Pro”: a new campaign by Paul Mitchell®

John Paul Mitchell Systems® (JPMS™) launches the “XO Your Pro” campaign as a love letter to hairstylists around the world. Paul Mitchell brand ambassadors – style icon Winnie Harlow and celebrity hairstylist Cesar DeLeon Ramirez – make up a dream team embodying the special client/hairstylist relationship.

Hairdressing is arguably the “service sector” par excellence, instilling incredible relationships between the salon pros and their clients by boosting self-confidence through bespoken services and consultation. The rapport is often extended to the community as well, through a culture of paying it forward, often resulting in shared benefits.This is why John Paul Mitchell Systems® (JPMS™), leading global manufacturer of professional hair care, launches the “XO Your Pro” campaign. The campaign is intended essentially as a love letter to hairstylists around the world, as epitomized by the client-hairstylist relationship between Paul Mitchell brand ambassadors – style icon Winnie Harlow and celebrity hairstylist Cesar DeLeon Ramirez.

Harlow and Ramirez have shared memorable moments throughout the years from photoshoots, global fashion weeks, and red carpets; their bond holds strong through trust, creativity and collaboration. A perfect representation of the “XO Your Pro” campaign. “It’s so important to feel comfortable with your stylist, and the minute I met Cesar we just clicked. He gets me and it’s no question the relationship you share with your stylist impacts the results everyone sees on screen,” said Harlow.  Now these two stars encourage others to celebrate their own relationship with their hairstylist.

Winnie is constantly inspiring me and we work collaboratively to bring our creative vision to life. It’s so true that the stylist’s relationship with their client impacts the final product. I’m honored to be celebrating the magic that is created behind the salon chair with Paul Mitchell,said Ramirez.

The “XO Your Pro” campaign is about uplifting and inspiring the professional beauty community at large, celebrating salon professionals. At Paul Mitchell, hairdressers hold a special place in our hearts and XO Your Pro celebrates that special bond between coiffeur and client. Hairdressers are not only our stylists, but also confidants and advisors who boost our spirits and make us look and feel our best from the inside out. As a professional-first brand, our people matter most and this campaign serves as an expression of gratitude to all pros, especially following a challenging year,” shared Michaeline DeJoria, CEO of JPMS.

XO Your Pro is Paul Mitchell’s has always made a mission out of championing the professional hair care community, as evidenced by having spearheaded relief efforts at the onset of the pandemic with a stimulus plan, solely designed to support hairdressers and salon professionals worldwide. The JPMS Salon Jumpstart Stimulus is a $4 million USD program that included free hair color, free backbar product, discounted offers across professional product assortment, and enhanced digital support to help beauty professionals generate immediate revenue upon salon reopening. As salons reopen, JPMS continues to support brand partners to ease the transition and positively impact the lives of hairdressers and their clients.

Harlow added, “I hope XO Your Pro encourages us all to take the time to appreciate the pros in our lives. They are so often behind the scenes, but their hard work, talent, and companionship do not go unnoticed. XO Your Pro is all about giving hairdressers the love and appreciation they deserve.”

The XO Your Pro campaign is featured across media platforms and PaulMitchell.com.


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