Penticton resident is First Choice for new ad campaign

If one of the new faces for the First Choice Haircutter’s promotion material seems familiar, there is a reason for that.

Penticton resident Colleen Bachmann was chosen as one of 50 finalists in her age category from a pool of 629 entries in the First Choice Haircutter’s Be the Face contest last summer. The print campaign has now been released across the country on posters, billboards and advertisements plastered onto buses with Bachmann as the only one from B.C. chosen.

“I liked that idea of giving real people the limelight instead of going through an agency,” said Bachmann. “I’ve modelled in the local area for five years now, on the runway and for different little clothing and jewelry places and I saw a commercial for the First Choice Haircutter’s contest and I thought why not enter.”

The 41-year-old received a phone call telling her that she made it into the top 50, her picture was put onto the contest website and voting began for the public in the different age groups. The top 10 were chosen to be flown to New York, given modelling training, a chance to speak with a top talent agency and a shoot with professional photographer Guy Aroch. His work has been featured in The New York Times and British Vogue and his advertising clients have included Diesel, Tommy Hilfiger, Victoria’s Secret and more. Aroch has shot celebrities such as Anne Hathaway, Hugh Jackman and Jessica Alba.

“It was really cool to work with someone like that, he was so down to earth. I was pretty nervous in the beginning but they made it so fun. They told us to be ourselves and be goofy. Everyone was laughing, smiling and having fun,” said Bachmann. “I really love the way the pictures turned out.”

The winners, who came from all across Canada, were not allowed to cut or colour their hair in the three months leading up to the shoot at Milk Studios in New York. Bachmann said they all came in a little shaggy but it was “amazing” to see the makeovers.

While she has flirted with modelling locally, she is also comfortable in front of the video camera. In 2009, Bachmann and her husband Darrell appeared on the Canadian television show Dragon’s Den, presenting their invention KickSpike.

At that time it was a prototype golf shoe with retractable spikes, what Colleen now refers to as “old-Betsy.” The couple has re-vamped it since their appearance and decided to go with a group of local investors to help back their idea. They have a factory in the east and changed the idea for the use to work boots and footwear other than golf.

“We are in the actual prototype stage and we are dealing with six large boot companies. We totally changed paths and we are in traction footwear so boots, walking shoes, postal service, army and that kind of stuff. It takes a long time. There is so much work behind the scenes, when we went on the show we were so green and have learned so much along the way,” said Bachmann.

For more on the First Choice Haircutters campaign visit www.bethefaceoffch.com.

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