Expert Advice

Media Launch of the Reinvented Sebastian Professional

Maggie Mulhern | July 10, 2011 | 7:23 PM

Fearless Sebastian

Media Launch of the Reinvented Sebastian Professional

P&G Professional Care executives: Kevin Otero, general manager; Reuben Carranza, managing director; and John Moroney, SVP and creative director.

THE EVENT: The media launch of the reinvented Sebastian Professional line, staged to bring the brand back to its fashion roots. 

THE VENUE: Eyebeam Studios, an exhibit and studio space in lower Manhattan. 

THE DETAILS: The new Sebastian Professional Stylist Design Team, featuring Cori Bardo and Thomas Dunkin, staged a runway-style show that brought the new line into the spotlight. Products in the “Fearless” collection, to debut this month in print advertising featuring internet fashion muse Cory Kennedy, were used to create a full range of textures and shapes. Key SKUs: Whipped Crème, a light conditioning styling whip; RE-SHAPER, a strong-hold hair spray; and Potion 9 Light, a lightweight treatment/styler. In addition to consumer beauty editors, on hand was Adam Markarian of the diPietro Todd Salons of San Francisco, where the line will debut. 

THE BUZZ: P&G Professional Beauty is recasting more than 80 percent of the 33 skus in the line. Brent Miller of P&G External Relations said, “We have the technology to create the best products in the world, and the team to create the best styles.” 

THE LAST WORD: A model was overheard whispering to another, “I’m stealing the Potion 9 Light.”

Media Launch of the Reinvented Sebastian Professional Media Launch of the Reinvented Sebastian Professional

Texture contrast creates drama.

Finishers provide a near-pewter shine on ethnic hair.

Media Launch of the Reinvented Sebastian Professional Media Launch of the Reinvented Sebastian Professional

A textured wedge shape in ultra-blonde.

Sebastian Design Team Members echoed the ’70s with a big men’s look.

Media Launch of the Reinvented Sebastian Professional  

Texture and volume accent bold color.



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