BERLIN — Two hair care companies in Germany have decided a new film is just their style. Award-winning director Doris Dörrie’s film “Die Friseuse,” or “The Hairdresser” in English, is a broad comedy about a zaftig East German hairdresser trying to open the salon of her dreams. After a gala premiere and enthusiastic applause at The Berlinale, the Berlin International Film Festival, the film recently opened in German cinemas.
As part of a special promotion, the 309 salons of German chain Essanelle will plaster stickers advertising “The Hairdresser” on all their mirrors; in exchange, salon employees will get free tickets to see the film. There’s also a competition for customers to win a private screening of the film if they can best explain why they love their Essanelle stylist.
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Essanelle salons are part of Düsseldorf-based Essanelle Hair Group, which also oversees the Super Cut, HairExpress, Top Ten and Beauty Hair Shop chains (658 salons and more than 4,000 employees). In addition, C:Ehko, a German, family-run salon hair care brand, is giving away 100 special product sets to fans of the film. The gift packs include either Intensive Care Shampoo, 100 ml., and Intensive Care Mask, 100 ml. (together, worth 29.40 euros, or $40 at current exchange), or a Care + Style set worth 55 euros, or $74.80, which comprises Intensive Care Shampoo, 75 ml.; Intensive Care Mask, 50 ml.; Balsam Fluid, 50 ml.; Mousse, 100 ml., and Hairspray, 100 ml.
C:Ehko products are available at 4,000 salons in Germany as well as in 19 other countries — and Dörrie’s film may soon join them.
After its world premiere in Berlin, “The Hairdresser” was picked up for distribution in the Benelux countries, Israel, Poland and South Korea.