Hair care comes of age

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Hair care comes of age

A modelling competition has seen haircare brand, White Hot, appoint six of its customers as its new faces, with a collective age of 340 years.

The brand, a range specially formulated for the needs of white and grey hair. will be using the imagery across all its marketing materials from mid-January 2018 onwards, including its website whitehothair.co.uk.

The six women were chosen to represent the spectrums of age, hair style and shade of grey and white hair that people have. The eldest is Jo Cameron, who turns 71 in February, the youngest Roisin O'Connor  at 41.  The others are: Thalia Demetriades (57), Carol Maud (66), Vanessa McKendrick (55) and Sue Murley (52).  All of the competition winners have their own careers, from chef to registrar of a school and none of them had any modelling experience prior to the White Hot shoot.

White Hot Founder and MD, Jayne Mayled, explained the rationale behind the move: “At White Hot we’re all about zest for life whatever your age and what better way to show that than by taking part in a model shoot for the first time?”

“For too long modelling has been viewed as the domain of the young; but for us, it’s all about being relevant - we’re all getting older, but our customers tell us they’re often ignored or unrepresented in advertising.  So this gave our customers the chance to have a go at something new and showcase the upbeat nature of White Hot.”

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