THE EVENT: The 2012 Sexy Hair photo session, held in West Hollywood, California.

THE DETAILS: The three-day session covered all hair types, lengths, colors and textures for 2012’s advertising and marketing campaign. MODERN was granted exclusive access to day one—all about big, sexy curls. A large hair team, led by Sexy Hair Artistic Creative Director Rafe Hardy, was joined by make-up artists, fashion stylists, photographers, videographers, art directors, producers and coordinators. “This is a very important initiative for us,” says Sloane La Martina, communications manager for Sexy Hair, who acknowledged that in the past, Sexy Hair created ad campaigns with imagery that differed from their hair cut collections. “This year is the first time that our ad campaigns and hair cut collections reflect the same images. By doing so, it not only shows consistency, but further highlights the versatility of the brand.”

A HIGHLIGHT: Each image shown in each ad can be recreated in the salon. A link to the steps is placed in the lower right corner of each ad for professional access.

LAUNCHING: Curly Sexy Hair Curl Reactivator and Big Sexy Hair Weatherproof and Humidity Spray, two new products designed to maintain and protect curls, were used at the session.

THE LAST WORD: “It’s no longer just about the visual representation of our collections,” Hardy says. “We are taking our branding to a new level of understanding by reflecting on our philosophy of ‘grow the individual, grow the business.’ We are not only showcasing the trends, but also providing the stylist with the products, tools, and the steps to capture the versatility of those looks. It’s one thing to say a hair cut is versatile, but seeing is believing!”