Expert Advice

ABS 2009 Chicago Collection

Laurel Nelson | July 10, 2011 | 7:26 PM

Known for cutting-edge style, America’s Beauty Show (ABS) has introduced its CHICAGO collection for the March 28-30, 2009 event at McCormick Place Chicago.

Cosmetologists Chicago (CC), the salon professional association that owns and produces ABS, enlisted Chicago native Luis Alvarez, co-founder and vice president of creative for Aquage, and his team, to create and photograph the collection.

“Because of the magnitude of ABS and the city of Chicago that is its home, my goal was to enhance the event for salon professionals with a visual identity,” says Alvarez. “We chose to use the vibrancy of the city of Chicago for our backgrounds and to showcase everything Chicago offers visitors.

“Even though ABS has an international reputation as a leader among salon industry events,” added Alvarez, “its roots are firmly intertwined with the ‘City of Big Shoulders.’ Both have a great history of always pushing toward the future. We want professionals to see the combined energy of Chicago and ABS through hair, fashion and make-up.”

The 2009 ABS CHICAGO collection features four categories of hair design: consumer looks; controlled edginess; extreme texture; and avant-garde. Curves and linear shapes identify with the spectacular new high-rise buildings in downtown Chicago, while more angular forms relate to the architecture of Chicago’s treasured past.

“It’s hair that stylists and consumers alike say, ‘wow!’ when they see it, and professionals will know they’ll see lots more like it at ABS,” says Alvarez. “I’m proud of this collection—as a hairdresser, photographer and Chicagoan-at-heart. “

To receive free admission to ABS, salon professionals can join CC. Membership provides many other benefits for a full year. For details or to register for the 2009 ABS, visit, or call 800-883-7808 or 312-494-3040.
ABS 2009 Chicago Collection
ABS 2009 Chicago Collection
ABS 2009 Chicago Collection
ABS 2009 Chicago Collection

Hair: Ann Bray
Hair assistant: Deena Nicely and Joe Paciorek
Photography: Luis Alvarez
Photostyling: G’bani (Chicago); L’Impasse (New York)
Make-up: Wanda Alvarez
Production: Don Wismer

Facebook Comments

More from Expert Advice

Your Little Guide for BIG Spring Promotions

April 5, 2017

Do you dread thinking of new ways to reinvent promotions and special occasions? How many times a year can you discount the same service, the same way, without your clients becoming accustomed to a “holiday promotion”? Fortunately, the abundance of springtime holidays and special occasions allows for a variety of fresh ways to delight your customers.

Expert Advice
Expert Advice

Why Professionals SHOULD Sell Retail Products

Maggie Mulhern | February 28, 2017

It has been a problem in our industry for years - retailing. Many salon pros have trouble seeing beyond the artistry and find it difficult to sell products to their clients. In this brief video Cody Fullerton of Living Proof confronts the situation and shares why salon pros should encourage their clients to buy products to maintain their hair between salon visits.

Load More