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Chairman Of Paul Mitchell Taping Special Episode Of ``V.I.P.'' with Pamela Anderson On 27 September 2000.

Business Editors/Entertainment Writers

BEVERLY HILLS, Calif.--(BUSINESS WIRE)--Sept. 27, 2000

Today, John Paul DeJoria, Chairman and Chief Executive Officer of John Paul Mitchell Systems (JPMS), will be taping a special episode of the highly-rated syndicated television program, "V.I.P." starring Pamela Anderson, which will have a focus upon the environment. The episode is expected to be broadcast during the November 2000 "sweeps" period.

JPMS supports environmental causes through various types of special events. Because of his support for the Los Angeles, California-based American Oceans Campaign, John Paul DeJoria, who is known throughout the world as the television spokesperson for Paul Mitchell(R), received a guest role on "V.I.P." which he is using to bring additional visibility to the efforts of American Oceans Campaign.

As a member of the Screen Actors Guild (SAG), DeJoria will donate the scale fee paid to him by "V.I.P." to American Oceans Campaign. Although a fictional organization is featured in the episode of "V.I.P.," it is based on the goals of American Oceans Campaign.

"I am thrilled to be taping this special episode of 'V.I.P.' with Pamela Anderson, a 'working mom' who is so gracious to use her program's worldwide visibility to bring attention to an issue that should be of importance to everyone -- protecting the oceans," said DeJoria.

American Oceans Campaign (AOC) is a national non-profit organization dedicated to safeguarding the vitality of our oceans and coastal waters. Founded in 1987 by actor-activist Ted Danson, AOC is committed to using scientific information in advocating for sound public policy. AOC is equally committed to developing partnerships with all entities interested in protecting the environment. AOC seeks to ensure healthy sources of food and coastal recreation as well as protect the ocean's grandeur for future generations. AOC has offices in Washington, D.C., and Los Angeles, California. Website: http://www.americanoceans.org.

"We are excited and honored to have this incredible opportunity of 'V.I.P' to raise the visibility of oceans issues," said Ted Danson, Founding President of American Oceans Campaign. "Everyone involved with this episode of 'V.I.P.' clearly shares our concern for the oceans and understands how important it is to keep them healthy and rich with marine life."

"V.I.P." (http://www.sony.com/vip) is a one-hour series blending action and humor amidst the glamour and fast-paced life of Hollywood, Beverly Hills, and trendy Los Angeles. Pamela Anderson portrays Vallery Irons, a small town girl who came to Southern California looking for a break and becomes the unlikely head of an elite professional bodyguard agency named V.I.P. -- Vallery Irons Protection. "V.I.P." also stars Natalie Raitano, Molly Culver, Shaun Baker, Leah Lail, Dustin Nguyen, and Angelle Brooks. "V.I.P." is a Lafitte Production series distributed by Columbia Tri Star Television Distribution (a subsidiary of Sony Pictures Entertainment Company). "V.I.P." airs on 222 stations nationwide, representing more than 99% of the United States, including all 22 Fox-owned and operated stations.

JPMS (http://www.paulmitchell.com) is the leading privately owned professional hair care company in the United States. With sales at retail of approximately US$600 million annually, JPMS markets more than 90 products (including brands Paul Mitchell(R), Modern Elixirs(TM), and JPMS the Color(TM)) in 45 countries through approximately 110,000 hair salons. JPMS does not test its products on animals and uses recycled paper, unbleached paper, and soy-based ink wherever possible. All JPMS hair care and skin care products are manufactured within the United States. JPMS is a leader in the national effort to protect all consumers from unscrupulous individuals who tamper with products and decode products, thus endangering the safety of everyone, especially children. JPMS representatives have traveled throughout the United States in support of the Campaign for Consumer Product Safety, a public service of the Washington, D.C.-based Coalition Against Product Tampering (202/955-6062), whose purpose is to educate consumers about the importance of product identification codes and to support legislation before the United States Congress (H.R. 2100 and S. 2105) to make tampering with product identification codes a federal crime.
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