“Hairspray” sings and dances its way into other brands

by | Oct 6, 2011 | At Checkerboard | 0 comments

Tonight all the women in the office are attending one of my favorite musicals, Hairspray, at the Chanhassen Dinner Theater in Minnesota. The theater’s website has lots of multimedia content to check out with photos, videos of the show and a Meet the Cast section, but what really wowed me was the way it partnered with another brand.

The musical is obviously about hairspray and the main protagonist is famous for her giant hairstyle, so it makes sense that Hairspray is being presented by Regis Salons. It is a great demonstration of how very different brands or companies can team up for marketing success by finding a similarity. Even better, the Hairspray page and the Regis website also have a promotion for Regis Salon’s Clip for the Cure: a promotion to raise one million dollars for cancer research. This October more than 7,400 salons in the Regis Family of Brands are participating in Clip for the Cure, making it the world’s largest hair cutting event to raise money for breast cancer research.

I love that these two companies merged three different brands by finding a common interest. Publicity for any of the brands promotes them all. It brings together theater enthusiasts, stylists and the large community fighting to end breast cancer. I applaud Chanhassen theater for teaming with other brands and I can’t wait to applaud Hairspray: the Musical tonight.


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