MODERN editor Maggie Mulhern recently stopped by Nioxinâs General Market photo shoot in New York City to get a sneak peek at the companyâs newest advertising campaign.
Four models, three hairdressersâincluding celebrity stylist Richard Kough and master stylist Donna Maggiâand 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.
âFor this one, we are stepping out of the box,â says Cara Carr, show and public relations manager for Nioxin. âWe 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.â
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.
âThis is the best my hair has ever looked,â she said of her soft, double- processed hair. âI 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.â
âWe nailed it,â said Donna Maggi at the end of the day. âWe decided to do things in a different way and it worked.â
Photography: Sarah Silver
Donna Maggi creates a smooth finish.
Getting the lighting right.
Richard Kough fine-tunes the look.
A volume finish.
Sleek and glossy.