In the last episode of MODERN SALON TV, our beauty and fashion director Maggie Mulhern was invited behind the scenes on the 2012 Sexy Hair photo session, held in West Hollywood, Calif. 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.”

One highlight from the campaign will be that 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.

For more information, read the complete article in the January issue of MODERN SALON.