Divine Intervention: Brand Collaborations, the Latest in Recession-Friendly Fashions

got2b guardian angel and na be by Victorya Hong Roll Out a 'Heavenly' Fashion Week Stimulus Plan for Invincible Style Head-to-Toe

IRVINE, Calif., Feb. 5 /PRNewswire/ -- With Fashion Week chalked up as the latest casualty of the recession, designers are seeking alternative outlets to showcase Fall collections. From in-store previews, to invite only buyer presentations, cost-effective routes are suddenly chic, especially as typical runway shows lose their cache in an age where the internet allows the masses to view the looks just minutes after the show closes. In other instances, designers have teamed up to produce joint runway shows, substantially reducing costs. Among the list of designers who have opted against a presence at the Bryant Park tents this year is Victorya Hong of Project Runway fame. Despite her fabulous Fall 2009 ready-to-wear na be Collection, Hong couldn't justify the cost during these hard economic times.

So what's a designer to do...Wish for a guardian angel? Enter got2b, a trend-forward retail hair styling brand from Schwarzkopf retail technologies. Looking to turn the "heat" up at the launch of their new guardian angel line of heat protective styling products, the brand approached Hong in hopes of partnering. "What sets got2b apart from all other styling brands is it's ability to tap into the consumer's need for a total attitude makeover. Fashion is a natural extension to this, and so it makes perfect sense to showcase our hair styles in a runway setting -- it really demonstrates not only the high-performance of the guardian angel product line, but its affinity to fashion overall," says Kathy Alaama, Vice President of Marketing, Schwarzkopf & Henkel North America.

Hong's feminine line offered just the right amount of sugar to complement got2b's spice. "I was really excited when got2b approached me with this opportunity. And while I never really sought out a brand like this, I have always felt that beauty and fashion went together seamlessly. As soon as we began conceptualizing I knew that got2b was going to be a great partner and the relationship was going to be one that was mutually beneficial," says Hong. Together, the two companies will host a private, invite only event at New York's Arena Event Space just steps away from Bryant Park to introduce the new got2b guardian angel product line complete with hair stylist demonstrations and a runway show to debut the new collection from na be. The collaborative beauty-launch-meets-runway-show communicates the vision of both parties.

To further leverage good deeds done by guardian angels, got2b will make a donation to the Global Angels Foundation, a worldwide charitable organization dedicated to significantly impacting the lives of children in need.

The got2b guardian angel collection includes the following products formulated with got2b's innovative patented polymer technology and exclusive shine agents:

• guardian angel blow dry lotion: Enhance manageability and movement with this light, protective pre-styling lotion. Spray from root to tip prior to blow drying and experience a full-bodied blow out while proactively shielding your locks from heat damage. Hair is left looking healthy with a glossy finish. (SRP: $5.99)

• guardian angel flat iron balm: Moisturize and insulate hair from flat iron frying to provide long-lasting, frizz-free locks. By misting on dry hair prior to flat ironing, hair is left sleek and protected with glossy shine effects. (SRP: $5.99)

• guardian angel curl iron spray: Amplify curls and create smooth frizz-free definition with incredible hold by spraying hair before using the curling iron. Hair is luminous and protected without an unwanted crunchy feel. (SRP: $5.99)

got2b guardian angel

for invincible style

The got2b guardian angel collection is available nationwide at food and drug retailers nationwide.

ABOUT got2b

For more than 130 years, Henkel has been a leader with brands and technologies that make people's lives easier, better and more beautiful. Henkel operates in three business areas -- Home Care, Personal Care, and Adhesive Technologies -- and is ranked among the Fortune Global 500 companies. More than 60 percent of Henkel's sales are in consumer goods, while the industrial business accounts for almost 40 percent of the company's total sales. In fiscal 2007, Henkel generated sales of 13,074 million euros and operating profit of 1,344 million euros. Our more than 55,000 employees worldwide are dedicated to fulfilling our corporate claim, "A Brand like a Friend," and ensuring that people in more than 125 countries can trust in brands and technologies from Henkel.

ABOUT na be by Victorya Hong

Victorya Hong was born in Seoul, Korea and spent her early childhood in Virginia. She credits her fashion-minded mother with inciting her obsession with fashion. While growing up, Victorya always found herself sketching clothing and discussing them with her mother, who would craft Victorya's designs on the sewing machine. In 2007, Victorya was selected to appear as one of 15 designers in Project Runway Season 4. Following her elimination from the show, she embarked upon launching her own contemporary womenswear line, and showed as part of the official New York IMG Mercedes Benz Fashion Week in February 2008.

ABOUT The Global Angels Foundation

Global Angels is an innovative international children's charity championing the needs of children around the world. Since 2007, this global Foundation has had an ambitious vision to inspire millions of people, from all walks of life, to become 'Angels', by putting their compassion into action.