MODERN editor Maggie Mulhern recently stopped by Nioxin’s General Market photo shoot in New York City to get a sneak peek at the company’s newest advertising campaign.

Four models, three hairdressers—including celebrity stylist Richard Kough and master stylist Donna Maggi—and a marketing team from Nioxin took over this Manhattan studio to create 16 new looks for advertising, video, banners, trade shows, point-of-purchase materials and displays.

“For this one, we are stepping out of the box,” says Cara Carr, show and public relations manager for Nioxin. “We are going for a European feel with a fashion edge. All our models were prepped yesterday using Scalp Renew and are being styled with the entire Nioxin line.”

Known for strengthening and thickening fine, thinning hair, Nioxin products were put to the test during the shoot. Model Elena, has very fine, weak hair that she believes is her greatest flaw as a model.

“This is the best my hair has ever looked,” she said of her soft, double- processed hair. “I was actually shocked that I got booked for a hair job! It was incredibly bold of Nioxin to hire me. My hair actually looks and feels great, and is more manageable.”

“We nailed it,” said Donna Maggi at the end of the day. “We decided to do things in a different way and it worked.” 

Photography: Sarah Silver

 

Behind the Scenes with Nioxin

Donna Maggi creates a smooth finish.

 

Behind the Scenes with Nioxin

Getting the lighting right.

 

Behind the Scenes with Nioxin

Richard Kough fine-tunes the look.

 

Behind the Scenes with Nioxin

Camera-ready polish.

 

Behind the Scenes with Nioxin

A volume finish.

 

Behind the Scenes with Nioxin

Sleek and glossy.