Paris Hilton Is Bringing Back Y2K Blonde With Paul Mitchell
The brand debuted its “Stay Golden” campaign.
Paul Mitchell tapped global ambassador Paris Hilton to star in a 2000s-coded campaign in honor of her new hot honey blonde. Harping on the current wave of nostalgic beauty trends, the hair brand says the shoot symbolizes the cultural shift from high-maintenance bleached hair to a softer, more lived-in blonde.
“The campaign feels very golden, glowy and nostalgic in the best way. The hair is soft and voluminous and super shiny, very LA. It captures that effortless glam that feels both natural and alluring,” Hilton says in a press release. “It was so fun to incorporate palm trees and the beach into the setting. It means so much to me to partner with Paul Mitchell since it is such an iconic LA brand I grew up using.”
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To achieve Hilton’s Y2K blonde, the brand is emphasizing its “Icons of Summer” edit. The 15-in-1 Mask and 15-in-1 Leave-In Spray are said to strengthen, hydrate and protect blonde hair. Meanwhile, staples like the Super Clean Hairspray and Super Skinny Serum give strands a polished and frizz-free finish. When it comes to maintenance, the brand reccomends the Forever Blonde Shampoo and Forever Blonde Conditioner.
In other news, Blondita released its first-ever perfume.
