Event Coverage

Sexy Time

Maggie Mulhern | January 9, 2012 | 11:40 AM
Photo 1 of 8
The Sexy Hair team that created the looks for 2012’s collection.
Photo 2 of 8
Photo 3 of 8
Photo 4 of 8
Photo 5 of 8
Photo 6 of 8
Photo 7 of 8
Rafe Hardy puts the finishing touches on a model.
Photo 8 of 8

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!”

Facebook Comments

More from Event Coverage

Event Coverage Creative Colorist: Lauren Kocman, Hair by Scott & Co., in Delray Beach, FL; New Talent Colorist: Kylie Bussing, Aidan James Salon in Nashua, NH; and Partner Colorist: Mio Sota, Trio Salon.
Event Coverage

Everything You Need to Know About the Goldwell Color Zoom Competition

Alison Alhamed | October 1, 2017

Color Zoom 101: Every year, Goldwell releases a trend collection that is used as the inspiration for its annual haircolor and style competition, Color Zoom. Across the globe, Color Zoom starts on a national level. Beauty pros compete in three categories— Creative Colorist, New Talent Colorist, Partner Colorist—by submitting a photo of their interpretation of the trend. Once the Gold winners of each category are determined on a national level, they go on to compete internationally on behalf of their respective countries during a live recreation of the look on their model—including the hair color—in front of a judging panel and audience. The international leg of the competition takes place in a new city each year.

Load More