Over 1,600 people attended the high-profile event, including Astro Boy voice-cast members Freddie Highmore, Kristen Bell, and Eugene Levy. L.A. Looks street team members buzzed around the Hollywood premiere, handing out samples of its newest spiky launch, Power Spikes Gel, with $1.00 coupons for L.A Looks products. 

L.A. Looks’ participation at the premiere is part of a series of Astro Boy related initiatives. The first event took place on October 17th and 18th with 50 advance screenings nationwide, where fans were invited to have their hair styled like Astro Boy. Summit Entertainment and Imagi Studios in partnership with L.A. Looks set up shop outside theaters, styling hair in Astro Boy’s signature “spiky” look.  With the brand’s newest product launch, L.A. Looks Power Spikes, stylists will show movie goers how to get Astro Boy spikes with L.A. Looks! 

To further support their campaign, Los Angeles and Chicago Sunday newspapers on October 18th and New York newspapers on October 23rd, included L.A. Looks coupons and an Astro Boy trick-or-treat bag. The coupons offer $1.00 off any L.A. Looks full-sized gel and the eye-catching Halloween bag will feature a step-by-step guide on how to achieve the “Astro” hairstyle using the new L.A. Looks Power Spikes Gel. The cross-promotion between L.A. Looks and Astro Boy will continue in March 2010 with the release of the Astro Boy DVD. 

The new L.A. Looks Power Spikes Gel ($2.99, 20 oz) is available at Food, Drug and Mass stores nationwide.