Sexy Hair – and its Big Sexy Hair Spray & Play hairspray – created a new marketing campaign centered around an unusual ‘anniversary’ – the date Marilyn Monroe’s iconic white dress “blew our hearts away.” The memorable scene when Monroe’s dress blows up in “The Seven Year Itch” was filmed on September 15th, 1954 – and the hair care brand is recreating that moment, today, in New York City.

Today – from 7 a.m. to 7 p.m. on Lexington Avenue between 52nd and 53rd Streets – Sexy Hair has organized a way for “modern day Marilyns” to re create their own scene stealing moments. Then, Marilyn will light up the city sky as a digitally animated photo, and her dress, are projected onto the sides of various landmark buildings in Times Square, Union Square, Columbus Circle and around Grand Central Station.

Jennifer Weiderman, VP of Marketing and Education at Sexy Hair, said:

“Marilyn’s gorgeous blonde bombshell locks and sex appeal transformed her from Norma Jean into a beauty icon. The iconic, playful and sexy image of Marilyn in the white halter dress in the movie The Seven Year Itch is an incredible image in film history. Sexy Hair is honored to celebrate the 60th anniversary of this cinematic moment as well as the barriers that Marilyn broke through during her career.”