Hairstyling guru Vidal Sassoon came to Toronto April 11 to launch his new Salon Series hair care product line.

For two weeks before the launch, teaser spots ran on tv announcing the coming line.

Sassoon launched the line in Toronto in conjunction with the introduction of his first Canadian Collection, a series of hairstyles developed to suit regions across the country.

At the event, held at the Art Gallery of Ontario, Sassoon also featured his international collection for spring.

A similar event took place in Montreal, and there are smaller regional events planned to promote the styles and the new product line.

There will be additional tv spots to support Salon Series, which includes conditioners, shampoos, and hair styling products, and concentrates on protection and moisture for the hair.

The agency-of-record for the Procter & Gamble product is Chicago-based Tatum RSCG.