Expert Advice

Speaking EIMI in LA: Wella Launches Styling Line for Creative Hair Professionals

Anne Moratto | November 12, 2015 | 3:37 PM
Diego Raviglione, backstage
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Oliver Shortall and model
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"And then just a little bit of hairspray...and that's hairdresser talk so probably half a can."---Frank Andrade
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"We're killing it at Fashion Week. And these are the tools we use."--Claudio Lazo
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Stephen Moody worked with his model's natural texture, resulting in beautiful movement and easy styling. "When we consult we need to learn about their lifestyle, how much time they will spend on their hair, what kind of work they do. We're creating something very personalized."
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On October 29, 2015, at the Wella Studio in Woodland Hills, CA, the talented team at Wella Professionals presented the possiblities that await stylists when working with the new EIMI Styling Line from Wella.  Inspired by the trend toward editorial, 'undone' styling, the EIMI line introduces every hairdresser to the tools used behind the scenes at Fashion Weeks around the world. 

Studio Artists Oliver Shortall and Frank Andrade shared the stage and demonstrated the workability, durability and versatility of the EIMI products.  Shortall created an impressive head of cornrows on his male model, working with EIMI product to provide grip, not slip. 

Stephen Mood, Global Education Academy Dean and Diego Raviglione, Artistic Manager, the Wella Studios North America,  partnered to talk about Cut Craft, a Wella Studio class beginning in January.  "We're really focused on driving the consultation and designing a look that is based on that individual person," Moody says.

Wella Top Artist Claudio Lazo, owner of C the Salon, had one thing in mind for his onstage presentation but another thing happened once he saw his model.  "She had this incredible texture.  And,hey, as creative people, so we need to take every opportunity to create," Lazo says.  He demonstrated a sewing technique that shaped and defined the hair while also adding visual interest throughout.


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