Helen of Troy is turning up the heat this fall with the launch of new styling products and campaigns for two of its high-profile brand names, Vidal Sassoon and Bed Head Tigi.

The Vidal Sassoon hair styling line will be promoted with a national advertising campaign on fashion-oriented television shows such as “Project Runway,” “Shear Genius,” “E! News” and others. Vidal Sassoon Answers will also be the exclusive hair care sponsor of Lifetime’s movie event of the year – “Coco Chanel” starring Shirley MacLaine, which premieres Sept. 13.

To support the launch of its new Rock Star Styler, Bed Head Tigi is bringing rock star style to Conde Nast Media Group’s Fashion Rocks 2008 event as an exclusive sponsor.