Expert Advice

Behind the Cover (Holiday 2010)

July 10, 2011 | 11:24 PM
Elegant with an Edge

Luis Alvarez loves to collaborate. Whether he’s working on a new product launch like Biomega, teaching aspiring artists at the Aquage Master Class Academy or planning a photo shoot, he emphasizes the team effort.

“You have to establish a vision, and be sure everyone is on the same page before you start creating,” says Alvarez, who is co-founder and vice president of creative for Aquage.

Behind the Cover (Holiday 2010)
Couture and coiffure: Alvarez and fashion stylist Patric Chauvez work on getting the balance of the hair and dress just right.

Behind the Cover (Holiday 2010)So even though he had already gotten the nod from Beauty Systems Group/CosmoProf© Vice President of Communications Carolyn Corporon to create an exclusive cover for the second annual MODERN SALON Holiday issue (which Beauty Systems Group sponsors) he scheduled a call. He wanted to talk with her and MODERN SALON Creative Director Michele Musgrove about concept, color scheme and hair.

“We agreed on red as the dominant color,” recalls Alvarez. “And that this year’s cover should scream holiday, but in an elegant way.”

He had the perfect dress in mind. Regular collaborator and fashion stylist Patric Chauvez had shown him a dramatic, vintage-feel red dress from the Lanvin design house, and they had been looking for the perfect opportunity to showcase it.

The hair, however, would be completely contemporary and contrasting. “The idea is that even an edgy girl can go elegant. Every client should be encouraged to try something new at the holidays, and her stylist can help her go glamorous while staying true to herself.”

So Alvarez and team, including hairdresser Shelly Devlin, abandoned intricate updos and sleek styling for a short, textured and brilliantly “messy” blonde design. After applying plenty of professional Aquage product, a powerful statement of beauty was achieved.

The dress was the inspiration, explains Alvarez, but the power of the look is all in the hair. “People told us she looks like a present herself, a ‘gift of beauty.’”

And more than 120 people were on-hand to see the gift come to life.

The shoot was held during the Aquage Masterclass Academy during Beauty Week in Las Vegas in July. Visit for more info.

Behind the Cover (Holiday 2010)
Alvarez adds his finishing touches to hairdresser Shelly Devlin’s styling work before taking the shot.

Behind the Cover (Holiday 2010)
Real time viewing: The cover shoot was held during the Aquage Master Class Academy and attendees were able to view the work in progress.

Behind the Cover (Holiday 2010)
While the cover shoot happens, master artist Ann Bray works on models for her “Master Pieces” spread (click here to see it).

Hair: Shelly Devlin for Aquage
Photography: Luis Alvarez for Aquage
Make-up: Wanda Alvarez
Fashion styling: Patric Chauvez
Fashions: Couture dress by Lanvin; jewelry by Erikson Beamon.

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