I think the marketing team behind the Broadway revival of Hair is perhaps the most consistently on-the-money at the moment, figuratively and literally. Yes, yes, the Tony- and now Pulitzer Prize-winning musical Next to Normal created a fan-base on Twitter that topped one million people, and certainly that’s nothing to keep a disheveled coif about.
But, as we noted last January, these marketers devise savvy and political feel-good tie-ins like nobody’s business. From last year’s sync-up with the National Equality March to the more recent food drive for City Harvest to, courtesy of the show’s PR team, the following announcement, below.
These are the kinds of people I want to work my butt off for. I mean it, too.
Hair Wants Your Hair!
Hair Teams Up with Bumble and Bumble to Throw a “Cut-In”
Hair Trimmings Will be Used
to Create Absorbent Booms
to Help Contain Gulf Oil Spill Damage
Monday, May 24, 12-4PM
at Bumble and Bumble Uptown
Hair is cutting for a cause! Producers of the Tony Award-winning musical announced today that the show is partnering with Bumble and Bumble to throw a “Cut-In” on Mon., May 24, 12-4PM at Bumble and Bumble’s uptown location (146 E. 56th St., between 3rd and Lexington).
During this time, Bumble and Bumble stylists will be on hand to give free haircuts to attendees. This event is open to the public. The hair trimmings will be donated to Matter of Trust, an environmental nonprofit that has helped clean up oil spills since 1998 by reusing donated hair clippings from hair salons, barber shops, pet groomers and wool farmers. Stuffing this donated hair into donated nylon stockings, this organization is creating highly absorbent booms to help contain the oil crisis in the Gulf of Mexico.
And, of course, there is the ticketing tie-in:
Tickets for Hair will be raffled off every hour and cast members from the show will be on hand throughout the afternoon to cheer on participants. Everyone is welcome, no appointments are necessary and there is no minimum hair length required for donation. Bumble and Bumble will also be donating all hair cuttings during the week from their salons for this initiative.
Oskar Eustis, artistic director of the Public Theater, commented, “Hair can save the planet, and we’re proving it in the most literal way we can think of. This Tribe never ceases to inspire!”
“When the people at Hair heard that hair collects oil, they really took it to heart! What they and Bumble and Bumble have orchestrated here is fabulous. We can’t thank them enough!,” Matter of Trust President Lisa Gautier commented.
“The efforts of Matter of Trust are invaluable in improving the situation in the Gulf of Mexico and we are thrilled to be supporting this cause by doing what we do best — great hair!,” said Peter Lichtenthal, President of Bumble and Bumble.