ESTETICA Magazine USA (3/2019)

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Estetica Magazine is the world's leading hairdressing magazine. Founded in Italy in 1946 and published today in over 60 countries around the world, it is a global reference point for professionals working in the hair and beauty industry. Techniques, fashion, education and trends are at the core of every issue of Estetica Magazine. Further information about both the printed and digital versions of the magazine is available at www.esteticanetwork.com

USA

the HairMagazine

REPORTAGE

News of industry

events worldwide

HEATING UP

Trends & products

for cool-looking hair

CELEBRATE

Anniversaries, talent,

personalities, awards


HAIR BY : Barron’s London Salon, Eufora Stylist Of The Year Award Winner, Team Collaboration


Live Your

Beauty.

EuforaSTYLE TAME

Frizz Control Finishing Spray

provides a flexible, light hold.

Adds just a hint of shine while

leaving curls touchably soft.

© Eufora International • Vista, CA 92081 • 800-6-eufora • www.eufora.net


NEW KOLESTON PERFECT

THE COLOR

THAT CHANGES

EVERYTHING

PERMANENT COLOR WITH

TECHNOLOGY

PURE, BALANCED COLOR RESULTS WITH NATURAL DEPTH AND SHINE.

SIGNIFICANTLY LESS HAIR DAMAGE, COLOR AFTER COLOR. 1

ME + CONSIDERABLY REDUCES THE RISK OF DEVELOPING A NEW ALLERGY

TO HAIR COLOR. 2

NEW

AVAILABLE IN 136 SHADES

ACROSS 6 SHADE FAMILIES

1 Versus previous Koleston Perfect. Valid for Koleston Perfect with Pure Balance Technology.

2 FOR PEOPLE NOT ALLERGIC TO HAIR COLORANTS. Although the risk of developing new allergy is reduced, there remains a risk of allergic

reaction that can be severe. Always ask your stylist to perform an allergy alert test 48h before each coloration. Strictly follow safety

instructions and consult www.wella.com. If you have ever experienced an allergic reaction to hair colorants, you should not color. ME + is

present in specific shades of Pure Naturals, Rich Naturals, Vibrant Reds, Special Blonde and Deep Browns of the Koleston Perfect brand.


SOPHIE TURNER, WELLA PROFESSIONALS AMBASSADOR

#ASKFORWELLA

WELLA.COM • • • • WELLA PROFESSIONALS USA • 800-935-5273 • ©2019 THE WELLA CORPORATION


2019

COSMOPROF ASIA

HONG KONG

12 – 14 NOVEMBER 13 – 15 NOVEMBER

ASIAWORLD-EXPO

HONG KONG CONVENTION&EXHIBITION CENTRE

A new world for beauty

Bologna, Hong Kong,

Las Vegas, Mumbai

cosmoprof-asia.com

Sales Office Asia Pacific

UBM Asia Ltd, Hong Kong

P +852 2827 6211

F +852 3749 7345

cosmasia-hk@ubm.com

Sales Office Europe, Africa,

Middle East, The Americas

BolognaFiere S.p.a., Bologna, Italy

international@bolognafiere.it

For info: P +39 02 796 420

international@cosmoprof.it

Marketing and Promotion

BolognaFiere Cosmoprof S.p.a.

Milan, Italy

P +39 02 796 420

F +39 02 795 036

info@cosmoprof.it

Organiser - - Cosmoprof Asia Ltd Ltd


BRENTON LEE

Master Color Expert, Salon Owner/Colorist

Brenton Lee Salon, USA

BECOME A

MASTER OF COLOR

The Master Color Expert program

is a life-changing experience.

Are you ready to change yours?

For more details & to book,

visit www.wellaed.com

WELLA STUDIO • WELLAED.COM • 800-422-2336 studioreg@cotyinc.com

WELLA STUDIO • WELLAED.COM • 800-422-2336 • STUDIOREG@COTYINC.COM

@wellaeducation WELLAED #WELLASTUDIO

@WELLAEDUCATION WELLAED #WELLASTUDIO


THE

ESSENTIAL

COOLS

NEW SHADES TO HELP

CONTROL WARMTH

4PA

4/81

6PA

6/81

8PA

8/81

10PA

10/81

HLPA

12/81

For more information, contact your local distributor or visit paulmitchellpro.com or pmcolorhq.com

@paulmitchellpro | #thecolorXG | #EssentialCools


editorial

Eufora International

2019 Stylist of the Year Awards

Team Collaboration Award

Hair: Barron’s London

Salon, Atlanta, GA

Photo: John Rawson

Makeup: Lan Nguyen-Grealis

Stylist: Jared Green

Winning does not always

mean taking first place...

winning means always

giving the best of yourself.

If life is a game in which every day we go out to play in unknown territory, we must agree

that hairdressing is a game that just keeps getting better and better. Because every day

more and better hairdressing competitions are emerging here and there; because each of

these contests represents an opportunity to leave your comfort zone, challenge yourself

and overcome your limits again and again, as well as a platform for promoting yourself in

the professional beauty industry and, more importantly, strengthen your brand for the

end consumer. At Estetica Magazine we understand the value of competitions in our

industry and that is why we support two of the most prestigious competitions on a global

level: the AIPP Awards and the International Hairdressing Awards.

Personally I like to think of the AIPP

as the Golden Globes –awards given

by the press– and the International

Hairdressing Awards as the Oscars.

And if the world of cinema has those two awards, it is more than appropriate that we do

the same in our sector: while the winners of the AIPP Awards are decided by professional

hairdressing magazines from around the world, the International Hairdressing Awards are

voted by the hairdressers themselves, represented in each edition by a prestigious jury

made of iconic hairstylists who have earned the esteem of their colleagues. These days, both

competitions keep their registration open, so if you have not already done so, you probably

still have time to participate. In any contest worth its salt, but even more in one that is

organized in our industry, winning does not mean only taking home a trophy. Winning is

part of the experience and the process of learning skills you can then use behind the chair

every day. Winning is exposing your brand to the world beyond the four walls of your

salon and establishing yourself as a professional of reference in the industry. Whether you

take home the champion trophy or not, the effort to improve yourself and compete has

already made you better than you were yesterday.

Sergi Bancells

sergi@esteticamagazine.com

Keep on top of the latest news at

www.esteticamagazine.com


Estetica n. 3/2019

contents

PUBLISHER AND

MANAGING DIRECTOR

Roberto Pissimiglia

INTERNATIONAL

EDITORIAL DIRECTOR

Sergi Bancells

sergi@esteticamagazine.com

ESTETICANETWORK

EDITOR-IN-CHIEF

Laura Castelli

l.castelli@estetica.it

INTERNATIONAL EDITORIAL

COORDINATOR

Fatima Pilone

f.pilone@estetica.it

EDITORIAL STAFF

Alice Gioannini

adtraffic@estetica.it

Awards Cover Story 12

Looks Met Gala glamour 15

Dossier Care(free) vacation 18

Stories Once upon a time... 24

Take time out for

fashion news.

LAYOUT

Manuela Artosi

m.artosi@estetica.it

Davide Cardente

d.cardente@estetica.it

ADVERTISING & P.R.

Nives Carena

nivescarena@estetica.it

MANAGING EDITOR

Marie Scarano

esteticausa@estetica.it

ESPAÑA

Bel M. Dolla

Elisabet Parra, Cristina Hernández

DEUTSCHE AUSGABE

Michaela Dee

FRANCE

Stéphanie Argentin, Marie Coccoluto

UK

Gary Kelly

ITALIA

Lucia Preziosi, Glorianna Vaschetto

MÉXICO-LATINOAMÉRICA

Héctor Ramírez, Ernesto Álvarez,

Karla Cuéllar, Fernando Farfán

DIGITAL

Matteo Franceschini Beghini,

Erica Balduini, Ludovica Cavalli,

Erika Marchese, Wilma Sommariva,

Valentina Stella

Events Icelandic Extravaganza 26

Events All-Star Challenge 28

Events Nordic Stars 30

Interview David Raccuglia 82

Anniversary Happy Birthday Crew! 84

Design Do it your way 86

Products 91

Celebrating weddings,

events, and anniversaries

around the world.

international trends

All you need is Love 33


October 20-21, 2019

the Education

You Need

to Succeed

Hair by 2019 NAHA

Winner Dilek Onur Taylor

Register by Sept. 20

SAVE

$

15

Off Day of Show Price

Birmingham-Jefferson

Convention Complex

Birmingham, Alabama

#PremiereBirmingham

premierebirminghamshow.biz

800-335-7469

A tradeshow for Beauty Industry

Professionals & Students Only


October

6-7

2019

Greater Columbus

Convention Center

Columbus, Ohio

Earn up to

7 CE hours

in 2 days

premierecolumbusshow.biz

800-335-7469

#PremiereColumbus

Register by Sept. 6

to Save $20

A tradeshow for Beauty Industry

Professionals & Students Only

Hair by 2019 NAHA

Finalist Matthew Morris


Cover Story

Estetica celebrates the winners of Eufora International

2019 Stylist of the Year Awards. On our cover, Best Team

Collaboration winner – Barron’s London Salon, Atlanta, GA.

The international competition celebrated its 8th ceremony at Eufora’s biannual conference on February 10, 2019. Since

its inception in 2007 stylists from all over the world have competed for the honors with this year’s categories including

Avant-garde, Contemporary Classic, Color Vision, Styling & Finishing, Men’s trend, New Talent and Team Collaboration.

Eufora International 2019 Stylist of the Year entries were judged by a team of industry experts. The competition focuses

on technical and creative cutting, as well as coloring and styling abilities, and winners were announced at a special blacktie

awards gala in conjunction with the Eufora 2019 Global Connection in San Diego, CA. Congratulations everyone!

AVANTGARDE – David Barron

CONTEMPORARY CLASSIC – Mirasol Wade

Ziortza Zarauza

Jamal Edmonds

NEW TALENT – Tasha Pinheiro


STYLING AND FINISHING – Emily Vogel

COLOR VISION – Kelli Mason

MEN'S TREND – JR Kotrc

Winners in each

category received a

$2000 prize package

that included Eufora

Stylist of the Year

Award, a certificate for a

complimentary Eufora

Advanced Academy

Course at Eufora

Headquarters in Vista,

CA along with a 3-night

hotel stay plus a custom

Eufora Tool Case.

TEAM COLLABORATION – Barron's London Salon

awards

13


The Architecture of Beauty

CIDESCO® World

Congress 2019

Hyatt Regency Chicago | September 19 – 23, 2019

Hosted By

Register & Book Your Hotel

CIDESCOWorldCongress2019.com

The CIDESCO wordmark and the CIDESCO logo are registered trademarks of

Comite International d’Esthetique et de Cosmetologie in Zurich, Switzerland.


Met Gala

glamour

Getty Images

Emma Roberts by Ryan Trygstad

The Costume Institute Gala at New York's Metropolitan Museum of Art is perhaps the most

spectacular event on the fashion fundraising calendar. Founded by publicist Eleanor Lambert,

the benefit was first held in 1948 and targeted New York's high society. Today celebrities from the

worlds of fashion, film, music and art come together to raise money for the Met's Costume Institute

and celebrate the grand opening of its latest exhibition. The night is centred on the theme of the

new exhibition, which this year was Camp: Notes On Fashion, and we selected three VIP hairstyles

created by talented artists just for this event. One of the most beautiful looks to grace the red carpet

was actress Emma Roberts, who donned a stunning couture Giambattista Valli pink tulle gown with

perfectly accessorized waved hair with flowers, adding to her modern princess vibe, created by the

talented, hairstylist-to-the-stars, Ryan Trygstad, who used Keratin Complex® hair care and styling

products to deliver one of the night’s most glamorous looks.

looks

15


Lady Gaga by Frederic Aspiras

The chameleonic diva was in fine form as always, pulling out all the stops for this pinnacle event of

camp couture. Long-time friend and designer Brandon Maxwell designed not just one but four looks

for Gaga, each joyfully revealing one campy look to the next – from pink to black, back to pink and

black again like a modern day matrioshka. It was just what the Met Gala’s theme called for. Attended

by elegantly-dressed male dancers simultaneously holding black umbrellas and holding her train,

she was followed by none other than Frederic Aspiras, her hairstylist extraordinaire, who once again

created Gaga’s hair look for the evening and posed with her in campy gleeful poses as well. Frederic

used Joico products to create Gaga’s fascinating look for the Met Gala red carpet. Aspiras commented

on his inspiration saying, “Inspired by one of Lady Gaga most iconic hair looks that truly stands out as

a note of camp-style, I decided to deconstruct the iconic bob and hair bows by giving it a new rippled

wave shape and adding multiple mini hair bows throughout the hair.”


Photos: Getty Images

Hailey Bieber by Ryan Pearl

Hailey Bieber hit the red carpet at the Met Gala in full-on “Camp” glam. Redken Brand Ambassador

Ryan Pearl got her #blondegoals ready for the big night!

“Hailey loves changing up the tone of her blonde throughout the year, but currently it’s a beachy

blonde. She can pretty much rock any shade of blonde with her skin tone, so it gives us a lot of options

and makes it easy to color. We did a highlight to break up her root a bit, but also kept some of her

natural base peeking through to complement her golden tan and pink dress. I used Redken Flash Lift

Bonder Inside to brighten everything up and Redken Shades EQ Gloss to tone her hair and add some

shine. Before washing with Redken Nature + Science Color Extend Shampoo and Conditioner, I used

Redken pH-Bonder to protect her hair and prevent breakage,” Pearl revealed.

looks

17


Hair: Sonya Dove

Photo: Richard Monsieurs

Products: Wella Professionals

Care(free)

vacation

Summer temperatures, sun & sea, hanging out by

the pool, fun & games... What could possibly go wrong?

Your hair (and scalp)! Take time out for someTLC! Marie Scarano

18 dossier


Once you clock out and head for your vacation destination, remember that your hair care routine

must go on! Your hair (and skin), like your face and body, will need extra care to survive unscathed

the wear and tear of high temperatures, brine, chlorine and more. Bridgette Hill, aka “The Scalp

Therapist” observes, "Summer is when I see many clients with sun burnt scalps and other sun- related

hair damage... There is also damage than can occur on the scalp as a result of wearing hats and scarfs

which can trap bacteria and create irritation." In addition to washing hats and scarves and treatmentshe

recommends switching to treatment-based shampoos that both absorb the oil as well as stabilize

oil production. "To protect your beautiful hair color, wet hair (do not shampoo) and apply your

favorite mask or treatment from root to ends," she advises, and of course "Apply sun screen for both

scalp and hair 15- 30 minutes prior to going out in the sun and reapply throughout out the day."

Now is the time to start

preparing for the havoc

heat, humidity, salt, sun,

chlorine, etc.

Hair: Ivan Rodriguez

Photo: Jell loya

Products: Biosilk

Courtesy of Bridgette Hill


Biolage

Biolage

Of course, not everyone's hair is the same, and it may depend if you're dealing simply with heat and sweat, or chlorine or brine,

and everything in between. This is why Biolage R.A.W. Fresh Recipes offers an innovative, custom-crafted salon treatment option

that empowers the hair professional to offer a limitless combination of natural haircare solutions for any salon client, whether hair

is dry, frizzy, coarse, damaged, fine or suffering from product build-up. Personalized treatments like these are great year round –

both in-salon and at home! As your hairdresser, who is prepared to recommend what's right for you.

Hair: Marilyn Vendittelli

Haircolor: David Venditelli

Photo: Kale Friesen


When it comes to summertime trends, you might just want a great color look (platinum adn honey blonds are always in) and

then a low-maintenance cut and style that seconds your hair's nature. Today your hairdresser can recommend a full range of

home care and styling products to simplify your life, optimize your time, but without neglecting your hair's health. Curls and

texture are back big! So don't fight those ringlets, just enhance them with a great conditioner and salt spray before using your

diffuser. Craving luscious sleek lengths for a more elegant night out? Try one of the many frizz-fighting conditioners and

anti-humidity hair sprays for sophisticated perfection. A special occastion or event? Make your appointment for voluminous

braids like Ivan Rodriguez's on page 2, for eye-catching sponteneity and movement. Oh- and have fun!

R+Co

Eufora

Goldwell and KMS

ECRU New York

Hair, photo,& styling: Jake Thompson

Above L-R: Designed for curly or wavy hair, Mood Swing Straightening Spray by R+Co is a heat-activated, humidity-proofing spray that

results in a silky blowout-level texture. Eufora: Moisture Mist for Hair & Body, Texture Spray is perfect for after-sun soothing, Leave-In Repair

Treatment repairs and moisturizes, Sea Spritz gives beachy-tousled looks. Goldwell Kerasilk Control Humidity Barrier Spray is self-explanatory,

KMS Hairplay Sea Salt Spray with Dead Salt for fullness and PVP for support, Goldwell Curly Twist Surf Oil for big bouncy curls, KMS

Hair Salty Anti-Humidity Seal Spray. ECRU New York Silk Nectar Serum is a remarkably light serum for all hair types that smooths, moisturizes

and adds incredible shine without residue.

dossier

21


April 18 - 20, 2020

McCormick Place | Chicago

JOIN US

The Architecture of Beauty

CIDESCO World

Congress 2019

Chicago | September 2019

americasbeautyshow.com

Photo by Dorothy Tang, BLUSHES, Ontario, Canada.

ABS Global Image Awards 2019, Haircutting Professional WINNER

Americas Beauty Show is a registered trademark of Cosmetologists Chicago.


Simple. SEAMLESS. PEERLESS.

Introducing THE

MENTOR DETACHABLE E

BLADE

SYSTEM.


Sebring Salon in Los Angeles

Jay Sebring and Jim Markham

ColorProof’s Jim Markham serves as a technical

consultant for Quentin Tarantino’s new movie,

‘Once Upon a Time in Hollywood’ thanks to his

relationship with legendary hairstylist Jay Sebring.

Once upon

a time...

As Jay Sebring’s mentee and thanks to his consequential business relationship with the legendary Hollywood celebrity

stylist, ColorProof Color Care Authority’s Founder and CEO, Jim Markham served as a technical consultant for Quentin

Tarantino’s 9th blockbuster film, Once Upon a Time in Hollywood. The film visits Los Angeles in the summer of 1969

where television star Rick Dalton (Leonardo DiCaprio) and his stunt double (Brad Pitt) navigate through the quickly

evolving film industry with numerous storylines revolving around the Manson family murders, which devastatingly took

the lives of actress Sharon Tate (Margot Robbie) and Jim’s business partner, celebrity stylist Jay Sebring (Emile Hirsch).

Back in the day, Jay became Jim’s mentor, friend and business partner and together they perfected scissor-over-comb

barbering for their celebrity clientele, including actors Steve McQueen, Paul Newman, and Frank Sinatra, to name a few.

24 stories


Jim Markham cutting Paul Newman's hair

The legendary Steve McQueen. Hair by Jim Markam. Photo: GettyImages

In 1969, following Jay’s untimely death, Jim took over the Sebring business as his successor and went on to cut hair for Johnny Carson,

Sinatra, and McQueen. This summer marks the 50th anniversary of the Manson family murders, and fittingly, the film pays tribute to

the final moments of Hollywood’s golden age. In his role as technical consultant, Jim played a role in the set decoration, ensuring the

authenticity of the props, cutting and grooming tools, the Sebring product line, and the recreation of Sebring’s Hollywood salon.

Brad Pitt & Leonardo DiCaprio in the movie. Photo: GettyImages

Jim and Cheryl Markham in Cannes


Icelandic

Extravaganza

The Davines global community comes together in the

evocative Iceland – a magical place of spectacular glaciers,

geysers and infinite stretches of rocky landscape.

This was the location of the World Wide Hair Tour 2019: Reykjavik, the capital of the land of ice and the

northernmost city in the world. A unique place where Davines' global stylists presented their creations on

stage at the spectacular Harpa auditorium. The WWHT was an opportunity to meet creative hairstylists,

exchange trends, ideas and projects as part of an event dedicated to beauty, and to share the values of

respecting nature. In strict adherence to values of the brand, the event focused particularly on the environment,

with guests taking part in a local reforestation project to offset the carbon footprint of their journey.

Allilon

Mirela Moko (Italy) WSC 2019 Best Total Look

Angelo Seminara


The World Style Contest by Davines took place as part of the event,

offering gifted international finalists a chance to interpret their own

style and obtain global recognition. Winners of the WSC 2019

included Mirela Moko (Italy) – Best Total Look; Ira Mikhailyukova

(Russia) – Best Color; and Lo Shih-Ting (Taiwan) – Best Cut.

Isaac Salido

Michael Polsinelli

Harpa Auditorium

Anna Pacitto

Annie Ankervik

More than 1,600 guests from all around the world attended the

spectacular WWHT in Reykjavik. Hitting the stage at the Harpa

were Davines’ Artistic Director, Angelo Seminara, Allilon, Isaac

Salido, Anna Pacitto, Michael Polsinelli and the Brockmanns.

events

27


All-Star

Challenge

American Crew, the global leader in men’s grooming, crowns Emma

Jankowski (USA) & Blade Pullman (Australia) as the Global Winners of

the 2019 All-Star Challenge during a memorable event in New York.

The All-Star Challenge is widely considered one of the top men’s grooming competitions in the world

and this is the first time that two winners shared the biggest honor! Fourteen international finalists flew

to New York, where they were challenged to create their ultimate interpretation of the American Crew

man during a thrilling photoshoot with legendary hairstylist/photographer and founder of American

Crew, David Raccuglia. The award presentation took place during American Crew’s 25th Anniversary

celebration at the famous Altman Building in New York City, an elegant, memorable and exciting venue.

Hair by Blade Pullman (Australia)

Hair by Emma Jankowski (United States)


Left, Debbie Perelman, President

& Chief Executive Officer, Revlon

Inc.; Gillian Gorman Round,

Global General Manager,

American Crew, together with

All-Star Challenge Global

Winners Emma Jankowski (USA)

and Blade Pullman (Australia).

events

29


The absolute winner of the first Nordic Hair Awards was Finnish hairdresser Harri Åkerberg from A.K.A.

Luova who conquered both Nordic Avant-garde Hairdresser of the Year and Nordic Hairdresser of the Year!

Pictured below, Samu Hirvas, Managing Director at Cutrin; Astrid Still, model; Harri Åkerberg; and Sergi

Bancells, International Editorial Director at Estetica Magazine and jury member. Right: Harri's winning image.

Nordic Stars

The very first Nordic Hair Awards and Expo held a fabulous

event in Copenhagen (Denmark) where more than 2,000

hair pros networked, connected and inspired each other.


Nordic Hair Awards' first edition presented a fabulous live competition where 47 finalists from all the Nordic countries took

part in nine different categories. Winners were announced at a crowded award ceremony at Lokomotivværkstedet in

Copenhagen. The biggest winner was Finland who received a total four awards, including the Nordic Hairdresser of the

Year title and Best Avant-Garde award for Harri Åkerberg; Women's Hairdresser of the Year, Aki-Matti Kallio; and Editorial

Stylist of the Year, Linda Lehto. Swedish Johan Kristensen and Sofie Heidenberg won, respectively, Men’s Hairdresser of the

Year and Colour Technician of the Year. Martina Rawet (Norway) was crowned Young Talent of the Year; Park Styling / Hair

Construction Academy (Denmark) won Best Salon Design and Katrin Sif Jónsdóttir is the Icelandic Hairdresser of the Year.

On top of the awards, this one-day

event was packed with 11 hair shows on

Main Stage, 4 intimate shows on Live

Stage, and several mini shows around

the venue. Main Stage shows included

HeadBrands, L’Oréal Professionnel x

Björn Axén, American Crew and Aveda

Artistic Team, just to name a few.

At the expo, more than 80 suppliers from the Nordic

hair industry presented their latest products and

techniques on the floor. Meanwhile, the Live Stage

featured awe-inspiring presentations by Revlon

Professional, Alterna, American Crew, Kevin

Murphy, Schwarzkopf Professional and many more.

events

31


September 15-16

2019

the

education

you

succeed

need to

Hair by 2019 NAHA

Winner Ulta Beauty

Pro Team

Register by August 16

SAVE

$

15

Off Day of Show Price

Pennsylvania Convention Center

Philadelphia, Pennsylvania

#PremierePhilly

premierephiladelphiashow.biz

800-335-7469

A tradeshow for Beauty Industry

Professionals & Students Only


THE BRAND THAT

REINVENTED THE

MODERN MAN

In 1994 a new idea was realized.

The idea considered the unique

needs of men in the salon. With

that concept a new brand was created.

The brand is American Crew, and today

their name is emblematic of the

American man, and of men from all

corners of the world. American Crew,

with its initial 8 grooming products,

built an industry and started a

movement which has grown with

the 21st Century Man.

American Crew, led by founder

David Raccuglia, pioneered the

men’s category. For the past 25

years American Crew has grown

as a diverse, strong, stylish,

innovative, and dynamic

brand that is here

to stay.


Since 1994 American Crew has

brought awareness, encouragement

and confidence to stylists around

the world. From the humble

beginnings to today, American

Crew has always worked to build a

dedicated following of inspired and

intelligent industry professionals.

This partnership between American

Crew and the professional stylist has

continually yielded amazing results,

and after 25 years at the helm,

they’ve only just begun.

25 YEARS

OF CREATING

PRODUCTS

& TRENDS,

ROOTED

IN AMERICAN

CULTURE, THAT

REDEFINED THE

CLASSIC MAN

American Crew is firmly

committed to creating

superior grooming products,

powerful skin care solutions

and cutting edge hair trends

that define the image of

men worldwide.

They have proudly empowered

the modern man for 25 years.

Here’s to 25 More years

of American Crew.


MODA

INT’L

Hair: Alexandre de Paris

you

all

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...love is all you need

It’s true. For everyone. Everyone needs to be loved. Not only couples, but also and above all in our work.

What would the trade of hairdressing be if it were not made of the passion that has always distinguished

these professionals? Creativity would not be enough without that special thrill afforded by emotion,

by the spirit of research, by the desire to make a dream come true for the women who come into the

salon. To help them feel prettier: self-confident every moment of every day. Even more so for the most

important appointment of their life, where the stylist has a precise mission: turn her desires into reality.

Looking for wedding ideas? Take a look...

È così. Per tutti. Tutti abbiamo bisogno d’amore. Non solo nella coppia. Ma anche e soprattutto nel

nostro lavoro. Cosa sarebbe il mestiere di acconciatore se non fosse fatto con la passione che da sempre

contraddistingue la categoria? La creatività non basterebbe senza quella marcia in più data dall’emozione,

dallo spirito di ricerca, dal desiderio di regalare un sogno alle donne che vengono in salone. Per aiutarle

a sentirsi sempre più belle: self confident in ogni attimo della giornata. Ancor di più nell’appuntamento

clou della loro vita, dove lo stilista ha una mission precisa: tradurre i desideri in realtà.

Vi servono idee wedding? Sfogliate subito...

Das ist wirklich so. Für alle. Wir alle brauchen Liebe. Nicht nur in der Partnerschaft. Sondern auch und

vor allem bei unserer Arbeit. Was wäre der Beruf des Friseurs, wenn er nicht mit jener Leidenschaft

ausgeübt würde, die die Branche seit jeher auszeichnet? Kreativität allein wäre ohne dieses Extra an

Leidenschaft, den Sinn für Neues und den Wunsch, den Frauen, die in den Salon kommen, ihren

Traum zu erfüllen, nicht genug. Ihnen dabei zu helfen, sich immer schöner zu fühlen: selbstbewusst und

sicher zu jeder Zeit des Tages. Dies gilt umso mehr für den Höhepunkt ihres Lebens, bei dem der Stylist

eine klare Mission hat: Wünsche wahr werden zu lassen. Benötigen Sie Ideen für Ihre Hochzeit? Jetzt

anschauen...

Et c’est vrai. Pour quiconque. Nous avons tous besoin d’amour. Pas qu’en couple. Mais aussi et surtout

dans notre travail. Que serait le métier de coiffeur-se s’il n’était pas fait avec cette passion qui, depuis

toujours, distingue la catégorie ? La créativité ne suffirait pas en soi pour donner cette chose en plus

apportée par l’émotion, l’envie de recherche, l’envie d’offrir du rêve aux femmes qui viennent au salon.

Pour les aider à se sentir toujours belles : sûres d’elle à tout moment de la journée. Et, encore plus, lors

du rendez-vous clou de leur vie, où le coiffeur-se a une mission spécifique : transformer leurs désirs en

réalité. Besoin d’idées pour vos noces ? Alors, feuilletez dès maintenant...

Así es. Para todos Todos necesitamos amor. No solo en la pareja. También y sobre todo en nuestro

trabajo. ¿Qué sería del trabajo de un peluquero si no se hiciera con la pasión que siempre ha

caracterizado a esta categoría? La creatividad no sería suficiente sin esa ventaja adicional dada por la

emoción, el espíritu de investigación, el deseo de regalar un sueño a las mujeres que vienen al salón.

Para ayudarlas a sentirse siempre más bellas: self-confident en cada momento del día. Aún más en el

momento culminante de sus vidas, donde el estilista tiene una misión específica: traducir los deseos en

realidad. ¿Necesitas ideas wedding? Descúbrelas ahora...


is

all

you

need

Hair: Idéal Coiffure

Photo: Bruno Estatoff


is

all

you

need


All images by:

Hair and make-up: Gertru Jiménez Education

Photo: Javier Nuño

Styling: Santos y Eva Novios


is

all

you

need


All images by:

Hair: Kiwiblue Stylisten

Photo: HochWerk

Make-up: HochWerk

Tying the knot...

IN MORE WAYS

than one on

a special day...


is

all

you

need


All images by:

Hair: Kiwiblue Stylisten

Photo: HochWerk

Make-up: HochWerk


All images by:

Artistic Direction: Petra Hützen

& Mario Leibold

Hair: Team Fondation Guillaume

Photo: Hellen Pass, Andreas

Riedel for Intercoiffure,

Fondation Guillaume Germany

Make-up: Ute Hützen & Team

Fondation Guillaume

Styling: Maria Derix

is

all

you

need


is

all

you

need

All images by:

Artistic Direction: Petra Hützen

& Mario Leibold

Hair: Team Fondation Guillaume

Photo: Hellen Pass, Andreas

Riedel for Intercoiffure,

Fondation Guillaume Germany

Make-up: Ute Hützen & Team

Fondation Guillaume

Styling: Maria Derix


LOOKING FOR

something alternative

for a rebellious bride


All images by:

Hair: Salvo Filetti Hair Designer

Colour: Alfi o Scavo

Photo: Antonio Di Maria

Make-up: Orazio Tomarchio

@ La Truccheria Cherie

Styling: Lorena Grisafi


is

all

you

need


is

all

you

need

All images by:

Hair: Salvo Filetti Hair Designer

Colour: Alfio Scavo

Photo: Antonio Di Maria

Make-up: Orazio Tomarchio

@ La Truccheria Cherie

Styling: Lorena Grisafi


is

all

you

need


All images by:

Hair: Gonzalo Zarauza

@ Centro Beta

Photo: Eneritz Medina

Make-up: Beta Team

Styling: Visori


All images by:

Hair: Gonzalo Zarauza

@ Centro Beta

Photo: Eneritz Medina

Make-up: Beta Team

Styling: Visori


all

you

need

is

Jewels and pearls

for the Bohemian or

PRINCESS BRIDE


is

all

you

need

Hair: Antonello Lotito and

Luigi Vernengo for The Best Club

Styling: System Professional


Hair: Luigi Vernengo

for The Best Club

Styling: System Professional

Hair: Mario Firriolo

Styling: System Professional

Hair: Mario Firriolo

Styling: System Professional


Hair: Antonello Lotito

for The Best Club

Styling: System Professional

Hair: Antonello Lotito

for The Best Club

Styling: System Professional

Hair: Dario Manzan

for Mitù Creative Team

Styling: System Professional


is

all

you

need

Hair: Dario Manzan

for Mitù Creative Team

Styling: System Professional


All images by:

Hair: Luciana Sabariz and

Norma Mejía @ Sabariz Hairtists

Photo: David Arnal

Make-up: Emma Izquierdo

Styling: Eunnis Mesa,

Aaron Gil Llacer


all

you

need

is

Something old...

something new...

BRAIDS ARE TIMELESS


is

all

you

need

All images by:

Hair: Lorna Evans

Photo: Jason Lau

Make-up: Elisa Fonseca


is

all

you

need


All images by:

Hair: Rafael Bueno

@ Rafael Bueno Peluqueros

Photo: Juan Trujillo @ 4Events

Make-up: Ariadna Caparrós


All images by:

Hair: Rafael Bueno

@ Rafael Bueno Peluqueros

Photo: Juan Trujillo @ 4Events

Make-up: Ariadna Caparrós


all

you

need

is

Unconventional

scarves, mantillas, snoods...

WITH STYLISED BLOSSOMS


All images by:

Hair: G. Diana, R. Vitaro,

A. Di Caro for Matrix

Photo: Alessandro Vecchi,

Maurizio Valentini

Make-up: Marilina Amoruso

is

all

you

need


Go for it!

Make your

punk’n’funk

FASHION

STATEMENT


is

all

you

need

All images by:

Hair: Egidio Borri

Photo: Azzurro Piccardi

Make-up: Barbara Corso

Styling: atelier Ilaria Pericoli


is

all

you

need

All images by:

Hair: Eric Sammartano

and Laurent Legal

for Wella Professionals

Photo: Daniel Pister

Make-up: Eva Bodo


is

all

you

need

All images by:

Hair & make-up: Nadine Kasten

Photo: Valerie Pütz


All images by:

Hair & make-up: Nadine Kasten

Photo: Valerie Pütz


all

you

need

is

The language

of flowers in your

garden of love -

A SPECIAL MESSAGE


is

all

you

need


All images by:

Hair: Thiago Câmara

Photo: David Arnal

Styling: Eunnis Mesa


all

you

need

is

An inner

radiance

PERFECTLY

ENHANCES

subtle sophistication

All images by:

Hair: Raquel Saiz

@ Salón Blue by Raquel Saiz

Photo: Esteban Roca

Make-up: Manuela Gimenez

Styling: Blumynt


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David

Raccuglia

IT ALL STARTS WITH A GOOD HAIRCUT.

WITHOUT THIS AMERICAN CREW HAS NO

PALETTE TO PAINT ON. SO THAT’S PART

OF OUR 25TH ANNIVERSARY: WE HAVE

THE BEST BARBERS IN THE WORLD.


A famed hairstylist and photographer, David Raccuglia founded American Crew back

in 1994, setting the foundation of the men’s grooming industry as we know it today.

25 years later, Raccuglia celebrates the brand’s current position as a world leader with

men’s grooming being one of the largest growing categories in the salon industry.

What does it mean to you to celebrate 25 years?

“It’s proof that I’m old! (laughs). It’s great! The most exciting part of the anniversary by far

is the fact that, if you go back 25 years and listen to American Crew’s message, you’ll see

that all of our predictions came true. We predicted a large men’s category. We predicted

it being almost 50% of the beauty category. We predicted men spending more time and

energy on grooming. We predicted this even though it was a very difficult time and it took

years, maybe a decade, for this brand to really start to spread its wings. The second decade

we started to fly, and now we’re soaring. It’s exciting to see your goals being achieved!”

Was there a key moment when you thought: “We’ve made it!”?

“I don’t think we’ve made it yet! I’m not somebody who rests on their laurels. There

are different goals. The bar keeps getting reset. We have jumped over several bars, but

we’ve set a higher one that we’re still after right now as a brand.”

“I think the next 25 years is going to increase

the popularity of grooming: skin, more subcategories.

Men are going to be more interested

in the right care than they are today. I believe

care –of both skin and hair– is the future.”

82 interview


About brand new American Crew's ACUMEN:

“It took us a long time to get into skin care...

I think the category wasn’t ready. Now I actually

feel that barbershops should really listen to this

because they have the opportunity to be the first

with American Crew to give really good quality

skin services and skin care to men.”

What’s the secret behind the American Crew success story?

“What I’ve always felt was interesting is that we make a great product, not a good product.

You can put our product next to almost any product and we’ll probably over-perform – as

good or better. But that is not why somebody buys your brand. They buy our product

because they believe in us, in our vision, our esthetic, our look, everything about our

culture, our education, what we do for the industry. That is why they buy us and continue

to buy. Does the product perform? Yeah! Of course it performs!”

What’s your strongest emotion about American Crew’s beginnings?

“It was incredibly fun. In the early 90s I very strongly felt that our message was truly

relevant. We had to go preach the gospel. It felt like we were like a rock band touring

America from city to city, packing it up, going to the next city... and that was what

made American Crew: the relationships we built through our road shows. We hit it

hard! Through the first ten years, anybody who’d have us, we did it.”

Something we’ve always wanted to ask you is why American Crew?

“I’ve always like the word ‘crew’ as it was a group of men: my crew. Men like to be part

of things that other men are part of. So the crew… and I’m very American. I consider

the word ‘American’ a very positive thing and it keeps me grounded. It grounds the

brand. If somebody says to me, ‘Oh I don’t like this image or that image,’ I say, ‘Does it

look American?’ And if they say ‘It looks too American’... then I know I did a good job.”


Happy Birthday Crew!

American Crew, the Official Supplier to Men, celebrates its

25th anniversary this year with an ongoing commitment to

elevate men’s style and enhance their personal image.

Today, American Crew

has expanded its portfolio

to encompass 55 unique

men's grooming products,

including iconic offerings

such as Cream Pomade

and Fiber.

124 adloremter


Founded in 1994, American Crew is the brainchild of legendary barber and photographer, David Raccuglia, who brought

his expertise behind both the barber chair and the camera to developing American Crew, a collection of grooming

products specifically for men and the stylists they trust. Inspired by the lack of grooming options for men on the market,

Raccuglia knew there had to be a better offering than the limited selection of drugstore products and run-of-the-mill wax

pomades. With the knowledge gathered from his styling experience as a barber, American Crew launched in 1994 with six

products, including Firm Hold Styling Gel and Texture Cream. Today, American Crew distributes in more than 30,000

salons across 50 countries. The 25th anniversary of the brand marks Crew’s biggest launch to date with Acumen, a

collection of 15 high-performance formulations for shower, shave, care and style. “It has been an absolute honor to create a

brand that has consistently remained a leader in men’s grooming throughout our 25-year journey,” said David Raccuglia.

“The core of American Crew is, and always will be, men's care and providing offerings with the expert at the heart.”

Throughout the brand’s journey, American Crew has achieved successful and memorable moments focused on men and their

stylists worldwide. From driving the amazing All-Star Challenge, the brand's annual grooming competition that brings top

stylists around the world to a global stage, to limited-edition lines with celebrity icons and even fabulous collaborations with

fellow esteemed, legendary American brands, like Elvis Presley and, most recently, Harley-Davidson. American Crew has been

a men's grooming global leader for the last 25 years... and the brand shows no signs of slowing down!

anniversary

85


Aveda

Do it your way

When designing and outfitting a salon nowadays, take into

consideration above all who you are and what your clientele

needs and wants. The rest will come naturally. Marie Scarano

Aveda


Time ago, in one of his songs, Lou Reed likened having a child as the “Beginning of a great adventure”. Well, opening your

own salon is not much different: it will take lots of hard work and hefty investments, but in the end it will somehow be a

piece of you, reflect who you are and what you do, and even be a source of satisfaction later on in life. Susie Lee, owner of

Overmorrow in Los Angeles (left), envisioned her “baby” as the ultimate beauty sanctuary and is proud to partner with

Aveda. “I chose Takara Belmont salon furniture and equipment for luxurious comfort, like the fully retractable shampoo

bed, YUME, and the micro mister,” she explains. On a somewhat opposite end of the spectrum is La Rousse Salon + Spa (this

page) in Oxford, Mississippi, an R+Co partner salon. In 2011 Toni Capomazza bought an old cottage flanked by mature oak

trees. Once a residence, it had also housed several business before she took it over. Over the years the cottage has undergone

several additions and changes. Some services have even been moved to other buildings because of space restraints. “Toni’s

husband, Stefano, is a contractor who built stations to suit the limitations of the old house,” explains General Manager Rachel

Marascalco. “The dryer room was once a kitchen and the laundry/stock room was the back porch. Minerva Beauty furniture

was chosen for the wall stations and rolling carts, while warm, wood tones maintain the inviting southern charm of the house.”

La Rousse Salon + Spa

Photo: Mark Nardecchia - Shagly

Photography - Dallas, TX

La Rousse Salon + Spa

Photo: Mark Nardecchia - Shagly

Photography - Dallas, TX

design

87


Successful salons are no longer merely functional and ambience is more and more in demand by savvy clients seeking more

holistic beauty experiences. This is why the North American Hairstyling Awards’ (NAHA) has instituted an award for Salon

and School Design. On these pages are images of 2019 finalist salons that do much better than words at expressing the eclectic

visions of salon owners in interpreting the desires and needs of the clients they target – from minimalist and ethereal to classic

to totally out-of-the box. Here, above, Salon Audace in Norman (OK) looks like it might have been teletransported directly

from Hollywood, with white predominating, glam lighting, and fresh flowers.

Penzone Salon+ Spa

Photo: Cory Klein

Salon Audace

Photo: Shevaun Williams

88 design


Lambs and Wolves

Photo: Nick Kiefer

The winner, Penzone Salone & Spa (below left) in Dublin (OH) was originally opened in 1969 by Charles Penzone,

who defied what others thought was impossible: he opened the doors to his first salon with only two employees and a

$500 bank loan. Today the salon welcomes guests into a delicious coffee&chocolate paradise with milky contrasts and

turquoise accents. Heavenly! Then quite the opposite is represented by Lambs and Wolves in Red Bank (NJ), above,

a salon/art gallery that owner Glen Goldbaum intended to reflect the changing moods and creative impulses of both

clients and staff. Below, Studio Branca SalonSpa in Chesterfield (MO) offers and industrial chic vibe and loft feel thanks

to an open space with functional areas, including an extensive retail section (so important today!), defined by furniture

and lighting. Our fave? Perhaps those sentinel-style work stations with fully illuminated frames around the mirrors.

Whether you decide to rely on a design professional or go DIY, take your time, crunch your numbers, and above all dare

to be yourself.

Studio Branca SalonSpa

Photo: Madelyn Alexander


BEST IN ITALY

AN EXCLUSIVE

SELECTION

OF THE BEST

HAIR PRODUCTS

MADE IN ITALY

FOR LEADING

DISTRIBUTORS

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HAIR PRODUCTS

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FOR LEADING

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BEST IN GERMANY

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BEST IN SPAIN

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PRODUCTS

R+Co

Take one giant leap to good hair with

Moon Landing Anti-Humidity Spray.

This lightweight aerosol spray absorbs

instantly to control frizz and tame

flyaways. Its flexible hold is designed to

work in the toughest humidity, leaving a

controlled, satin finish.

Keratin Complex

KCMAX Maximum Keratin Smoothing System is the most

powerful keratin treatment yet, in an easy 3-step system:

Pre-treatment Shampoo, Smoothing Treatment, and Treatment

Spray to optimise treatment longevity. KCMAX is the newest

and welcome addition to an already successful product.

Aveda

Aveda’s iconic Shampure

Shampoo and Shampure

Conditioner are now silicone

free. These vegan, 95%

naturally-derived products

have been reformulated with

Abyssinian oil, a natural

silicone alternative, but are

still infused with its signature

calming Shampure aroma.

Elchim

Just in time for summertime travels,

the Elchim MINI packs 1200 watts of

power in dryer small enough to take

anywhere. In spite of its compact size

(it is also foldable!), it still offers two

speed settings, dual voltage (for roundthe-world

use) and even comes with

a mini-diffuser!

Raincry

A luxurious and professional paddle

brush that helps to detangle without

snagging, breaking or damaging hair,

this model features specially tipped

metal bristles for comfort and gentle

brushing. Great for combing out wet

hair, the flexible latex cushion also

helps gently massage the scalp.

ECRU New York

ECRU New York Dry Shampoo

instantly refreshes hair and styles,

absorbs oil, detoxifies and eliminates

odors, while imparting volume and

subtle texture into the hair. Its

lightweight, ultra-dry, paraben-free

formula is designed to leave no

powdery residue.

products

91


Wella’s Master Color Expert

program will take you to

reach the highest level of

color mastery, while driving

your color service revenues.

Masters

of Color

With locations in New

York City,

Los Angeles and

Toronto, Wella Studios

is dedicated

to providing

transformational

learning experiences in worldclass

destinations.

Led by industry-recognized

Signature Studio Artists, seminars

to elevate your craft are offered

year-round in color, cut, styling,

business, and nails. Custom

programs and individual trainings

are also available to meet a variety

of customer needs. “We cultivate

our professional community by

building confidence and mastery

through the exploration and

practice of our craft,” says Sandra

Arthur, Director of North

America Studios and Operations.

“Growth and success are achieved

as professionals bring a renewed


energy to making their clients’

true beauty come alive. We invite

all stylists to consult with our team

and design their unique personal

learning journeys.”

THE PATH TO BECOMING

A MASTER COLOR EXPERT

Join the global community of

Wella Professionals top colorists

as they elevate the industry!

The Master Color Expert Program

offers you a personal journey

to enrich your knowledge and

perfect your craft. You’ll transform

through Wella’s expert mentoring

and hands-on training, and move

forward with the confidence to

change your life and take your

business to new heights. “The

Master Color Expert Program

has really given me knowledge,

confidence and structure within

my business,” says Brenton Lee,

Salon Owner/Master Color Expert.

WHAT THE ALUMNI SAY

“Mastery doesn’t happen

overnight, but starts off slowly

and builds on itself. I love being

part of the Master Color Expert

Program because you can track

your progress and develop with

the help of the studio trainers and

fellow students.”

Victoria Thurman Hall, Wella Signature

Studio Artist, Master Color Expert

“One of the best things about the

Master Color Expert program is

that you meet other people that

then become your team, really.

And you’re on this journey

together.”

Issie Churcher, Master Color Expert

“After the Master Color Expert

program, I increased my service

sales 41% in just one year!”

Jackie Timpone, Master Color Expert/Mania

Hair Salon

The Master Color Expert program

is a life-changing experience...

Are you ready to change yours?

This comprehensive

program uses

Wella Professionals

NEW revolutionary

education

methodology

“Intelligent Play”

for interactive and

engaging teaching

inspired by the way

the human mind

works resulting

in more effective,

memorable and

actionable learning.

To learn more, view the full calendar

& book, visit www.wellaed.com

Stylists can also call 800.422.2336

or email studioreg@cotyinc.com

education

93


A cut above

Investments in top

education and smart

management made

Ensemble the perfect

location for L’Oréal’s

revolutionary business

program Salon Emotion.

W

hen, in April of 2016,

Darren Wood, the

co-owner of Ensemble

Salon in Portland,

Oregon, learned about

Salon Emotion from

L'Oréal Professional

Products Division, and was offered

the opportunity to participate in the

pilot program, Ensemble

immediately seized the chance.

After all, it was in line with their

business philosophy so the team

immediately started implementing

the systems and elements of Salon

Emotion into Ensemble's culture.

The salon fully embraced the Salon

Emotion 7 step journey, with the

full staff in alignment. “Salon

Emotion helped our salon company

think about the mindset of the client

in different ways, creating a stronger

bond between stylist and client,”

claims Wood. “Currently

consumers are basing the majority

of their decisions on where to shop

on the experience that's delivered

and the emotional experience

within that environment. Salon

Emotion provides a specific,

structured path for understanding

the client's emotional journey

within our company,” he explains.

Moreover, Salon Emotion makes it

possible for smaller salons like theirs

to implement systems and elements

that they normally wouldn't be able

to attain, allowing them to gain a

competitive edge and thrive. And

they have the numbers to prove it!

Above, Darren Wood, co-owner of

Ensemble Salon in West Linn, Oregon,

found both tangible and intangible

benefits when he implemented the Salon

Emotion program by L'Oréal Professional

Products Divisionl in his business.

94 business


“As a result of Salon Emotion, client

retention and revenues have

increased month over month,”

Wood declares, “our rebook rate has

increased from 53% to 67%, we saw

430 referrals alone last year, and we

grew our Retail to Sales (RTS) from

11% to 20%. Moreover, our staff has

continued to increased their W2

earnings year over year since

implementing the elements of the

program,” Darren explains.

But even these numbers can't

compete with the rise in staff morale

and incentives to work towards a

common cause. “We especially

noticed that everyone takes

ownership of our environment and

is proud of what they have been able

to build together in partnership with

L'Oréal and Salon Emotion.”

Salon Emotion also brought some

unexpected benefits. Wood shared,

“The most surprising aspect was the

calls generated at night when the

salon was closed. People would be

visiting businesses open later in our

parking lot and notice our digital

window monitor featuring brand

content – 24/7 advertising for our

salon.” Wood is also garnering kudos

from these new as well as old

customers. “We constantly receive

compliments on the space and how

they feel during their visit,” he says.

“Our mission statement is 'helping

people to be the best version of

themselves' and Salon Emotion fits

seamlessly into our company's

DNA, as it helps us to be the best

version of ourselves, too!”

And this is just the beginning since

Darren is a hands-on dynamic

co-owner and manager who wants

to continue to develop plans for the

future. “Over the past two years, we

have continued to implement both

the mindset and physical elements

of Salon Emotion. We can always

strive to do better and evolve,” he

observes. “Every day is a journey

and we want to stay at the forefront

of our industry's trends in terms of

client experience. As budgets

continue to grow, we would love

to continue optimizing and

expanding on the elements within

our salon to have an even greater

impact on the client journey.”

Join the future and elevate the client

journey in your salon. For + info e-mail:

SalonEmotion@support.lorealusa.com

or follow on Instagram #salonemotionus

Salon Emotion is based on three key drivers: training and raising awareness of

services, personalized advice, and guidance to modernize salons to re-enchant the

guests’ emotional journey through the salon experience. At the core of the program,

there is a seven-step plan to success: Window Presence (digital & physical), Client

Reception, Consultation, Treatment Lounge, Client Service, Retail and Checkout.

“To experience joy every time

you write a bigger check for

a stylist is a blessing”. Darren Wood


The second edition

of the International

Hairdressing Awards,

the awards of all

awards, will take place

in Ifema, Madrid, on

February 16th 2020.

IHA is

back!

Last year, IHA

winners included Lluís

Llongueras, Angelo

Seminara, Saco Hair,

Steven Smart, Sylvestre

Finold and Jim Shaw.

This year, entries are

open in all categories

for every hairdresser

from all over the world

from June 17th to

September 16th.

fter the huge success of the first

edition, the International

Hairdressing Awards have

announced the calendar

of their second edition.

The International

Hairdressing Awards

(IHA) second edition will take

place on February 16th, 2020 in

Madrid, with a glittering show and

awards ceremony. The Awards are

supported by Revlon Professional

and Salón Look Madrid - Ifema as

main sponsors, Estetica Magazine

as global media partner and

Beauty Underground as sponsor.

All hairdressers from all over the

world can take part by signing up

at www.ihawards.com and

uploading their photographic

collections (4 pictures of 4 different

hairdressing styles, professional

shoot, hi-res), with no participation

fees. Two categories, International

Haidresser of the Year and

International Artistic Team of the

Year, require pre-selection to take

part. The remaining categories

(Best International Commercial

Men’s Collection, Best International

Commercial Women’s Collection

and Best International Avant-

Garde Collection) are open to

all hairdressers.

The pre-nominated shortlist

for International Hairdresser of

the Year and for International

Artistic Team of the Year will be

announced on June 11th, and

entries will be open from June

17th to September 16th. Once the

entry period closes, on September

16th, the judges will vote the

participating collections and on

October 18th 2019, the finalists

will be announced at Salon Look

Madrid, where a gallery with the

finalists’ collections will be presented.

THE BIG NIGHT IN

MADRID

The great night of global

hairdressing will take place in

Madrid on February 16th, 2020,

when the best hairdressers from

around the world will gather to be

dazzled by great prizes, a purple

carpet (the red carpet of the

hairdressing industry), a runway

show of the main teams of the

world presenting their collections

and a glamorous awards ceremony.

The winners in the five categories

will be revealed that night, selected

from among the fifteen finalists

chosen by a jury made up of five

renowned international

hairdressers. The International

Hairdressing Awards are an

independent company, powered

by hairdressers, founded and

directed by the well-known Spanish

hairdresser Mikel Luzea.

More info at www.ihawards.com

events

97


CALL NOW TO GET A FREE R+CO SALON TREATMENT KIT.

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TREATMENT SERVICES. SINGLE DOSE CONCENTRATES AVAILABLE

FOR COLOR, THICKENING, + MOISTURE.

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In just

five minutes...

R+Co introduces

three unique, easyto-use

concentrates

to protect + preserve

color, thicken + add

volume and hydrate

+ repair hair.

Five minute miracles. These

easy-to-use formulas are

the ideal shampoo followup

and add-on service to

perfect your client's look

in no time. R+Co presents

three treatments – Atlantis

Moisturizing Concentrate, Dallas

Thickening Concentrate, and

Gemstone Color Locking Concentrate

– to meet all your clients'

needs. The Atlantis Moisturizing

Concentrate increases moisture

levels by 2 ½ times after one

application. One treatment repairs

damaged hair and reduces frizz for

up to 4 weeks. Atlantis Moisturizing

Concentrate is formulated with

Rhubarb Root, Brown Algae,

Amaranth Seed, Artichoke Leaf

Extracts and Pracaxi Seed Oil.

Looking for over-the-top volume?

Then try Dallas Thickening

Concentrate that adds even more

texture and substance for longlasting,

Texas style big hair. Smooths

and strengthens without weighting

down and increases fullness of

fine hair by 2 times after one

application. Instantaneous and

tangible results in 5 minutes or less.

Active ingredients include Rice

Starch, Ginseng Root and Quinoa

Seed Extract, Hydrogenated Castor

Oil, and Biotin, all of which

combine to help repair hair, prevent

breakage, and hydrate both hair and

scalp. When looking to boost your

color services, Gemstone Color

Locking Concentrate is the answer.

One treatment retains color

vibrancy with visual results for up to

23 washes. This intense, colorpreserving

concentrate is designed

to extend the vibrancy, shine and

brightness of color-treated hair

while adding extra nourishment and

strength. ChromoHance protects

color, Pro Vitamin B5 provides

intense hydration, Glycerin helps

retain moisture, Sunflower Sprout

Extract tames frizz and add shine,

and Abyssinian Seed Oil is an

anti-oxidant to protect hair from

free radicals.

To learn more and receive a free R+Co

Concentrates Kit for your salon, please

visit: https://www.randco.com/join

For professional use only, each concentrate tube –Atlantis

Moisturizing Concentrate, Dallas Thickening Concentrate,

and Gemstone Color Locking Concentrate– is one dose to

be applied after shampooing with an R+Co specific shampoo.

products

99


Premiere Orlando represents

one of the largest

international beauty

shows in the world with

over 850 exhibitors

across the extensive

7.3-acre exhibit floor.

Exhibitors came to launch products,

reveal new collections and invest in

Reaching record

the professionals who attended the

show because Premiere Orlando is

attendance, Premiere

engaging and is the source of progression

within the professional

Orlando 2019 welcomed beauty industry. Attendees were

able to experience over 650 educational

classes offered in Hair, Nails,

an enthusiastic crowd

Dayspa & Esthetics, Barbershop,

Global Texture, Makeup, Massage

of 60,123 beauty pros Therapy and Business; Hair Color

Stage and Main Stage, plus Handson

Workshops and Competitions.

and students from all 50

Main Stage star studded line-up

states & across the globe. included Guy Tang; the ULTA

Beauty Pro Team; The Pureology

Experience; The Redken Exchange

Premiere

featuring Sam Villa, Chris Baran,

#hairinspo

Above, American Crew celebrated the

brand’s 25th Anniversary at Premiere

Orlando’s 2019 Main Stage.

Lori Zabel and Justin Isaac; the

Pulp Riot Artistic Team; the Joico

team featuring Larisa Love, Richard

Mannah, Ricardo Santiago and

Cherry Petenbrink; American Crew

celebrating the brand's 25th

Anniversary; the CBC Creative and

Collaboration teams; Babyliss PRO

Barberology Team, and many more.

Hair Color Stage was sizzling with

color enthusiasts looking to get

serious education from the color

experts. Some of this year’s hair

color icons included the Pravana

Collective Team; Matrix featuring

Chrystofer Benson and Rickey Zito;

the ULTA Beauty Pro Team with

Nick Stenson, Sonya Dove and Sean

Godard, just to name a few.

Classroom Education respectfully is

the foundation of what makes

Premiere Orlando the most

important beauty event of the year.

With over 650 educational class

options this year, beauty

professionals were able to plan a

custom education itinerary that fits

their educational needs.

Save the Date: Premiere Orlando 2020

will be held May 30–June 1, 2020.

Education Days: May 30–June 1.

Exhibit Floor Open: May 31–June 1.

100 events


Salerm Cosmetics

presents Absolut

Evolution 3.0,

a quick and integral

treatment that works

on both the hair

cortex and surface,

while respecting

the hair fiber.

The latest addition to

Salerm Cosmetics

for smooth, shiny

looking hair is

Absolut Evolution

3.0. This advanced

straightening

technology, thanks to the

hydrolyzed keratin, is capable

of improving, protecting and

rehydrating the hair, without

Super

compromising brightness or shine.

smooth

The formulation of Absolut

Evolution 3.0 features the

innovative protection system

Plex Fiber Protect, which

improves the strength of the hair

after technical processing to

ensure a smooth, soft and

touchable hair that moves naturally.

Hydrolyzed low molecular weight

keratin penetrates more easily

inside the hair, covering areas that

need more repair and facilitating a

After straightening

with Absolut

Evolution 3.0, hair

is smooth, shiny,

soft and moves

naturally.

The four products

that make up the

Absolut Evolution

3.0 range by Salerm

Cosmetics feature

the Plex Fiber

Protect capillary

protection system.

total smoothing action.

The effectiveness of this new

formula makes it possible to

achieve great results without using

irons or heat before neutralizing,

thereby shortening

the application times and making

the service more profitable.

Plex Fiber Protect is a complex

of active ingredients added to

the straightening formula that

strengthen the cystic bridges of

the hair to strengthen it.

The ingredients in Plex Fiber

Protect act directly on the hair

fiber to reinforc its internal and

external structure for smoother

and brighter hair.

PRESENTING THE RANGE

The Absolut Evolution 3.0 product

range consists of four products:

• Evolution Care & Protect:

a strengthening cream that

protects and nourishes essential

amino acids, which seal the

structure of the hair to ensure

that hair stays smoother longer.

Essential for continued

maintenance at home.

• Evolution Neutral Mask:

a neutralizing cream that stabilizes

and fixes the cystine bridges to

achieve longer-lasting smoothness.

Care and condition the hair for

a smooth and shiny result.

• Evolution Liss Cream Strong

y Strong: two relaxer creams with

a permanent effect. The keratin

hydrolyzate is enriched with low

molecular weight to respect hair.

Two different forces, for every

type of hair and all your

straightening needs.

products

101


Inspiring

events

In 2020, IECSC-

Chicago will co-locate

with ABS, offering topnotch

educational

opportunities for

beauty professionals.

t 19,000+ members and growing,

Cosmetologists Chicago (CC)

and its affiliate groups -

CIDESCO USA, INTA and

AAE - honor and support

cosmetologists, estheticians,

nail technicians and

students through its ownership of

America’s Beauty Show. ABS is the

most inspirational beauty event of

the year, celebrated by the industry

for its creativity and excellence.

The 2019 show was full of

advanced education, focusing on

new color and styling trends,

inter-active technology displays,

product launches and tools from

top beauty brands, LIVE

competitions and more. ABS will

return to Chicago on April 18-20,

2020, at McCormick Place West,

and IECSC-Chicago will co-locate

with ABS, offering pros from

around the world access to

CIDESCO USA education at the

highest level. CIDESCO USA will

also host the 67th CIDESCO

International World Congress,

September 19-23, 2019 in Chicago:

a chance for guests from around the

world to meet colleagues, share

ideas, take advanced education and

gain expertise. “How exciting it is

for CIDESCO USA to join with our

peers in the international esthetics,

beauty and wellness community for

this global event that explores

further the benefits of the unrivaled

CIDESCO education,” noted CC

President Karen Gordon.

“Each year, the CIDESCO World

Congress sets the bar of

educational excellence higher,”

noted Anna-Cari Gund, President

of CIDESCO International.

“Amazing sessions with the world's

skin care masters, engaging

interchange with leading

professionals and insights delivered

by successful business leaders make

this a can’t-miss event for us all.”

Cosmetologists Chicago is a not-for-profit

association of working cosmetologists, salon

owners, nail technicians, estheticians, school

owners and students headed up by volunteers

who are also salon owners, educators and

cosmetologists determined to improve the

cosmetology and wellness professions through

education and helping those in need.

102 events


... to the

next 100!

For their 100-year

anniversary, Wahl is

raising the bar of

quality and innovation

motivated to make men

look their very best.

F

or 100 years, Wahl Clipper

has brought you the finest

in modern grooming tools,

starting when Leo J. Wahl

envisioned an efficient

and high-quality clipper

to facilitate and optimise

barbers’ work. More recently,

Wahl’s heirs imagined a client

walking into a barbershop or salon,

being greeted by a Wahl Educated

stylist, cut by a Wahl Clipper, and

finished with a Wahl styling

product. Eureka! In keeping with

the line of quality grooming tools

Wahl has created in the last 100

years, they have created a line of

styling, care and skin products to

perfectly complement their vast

line of current grooming products

that targets the needs of the

21st-century man.

Wahl 1919 commemorates a

long-standing tradition of men’s

grooming with a line of

professional products containing a

proprietary mix of ingredients to

help keep hair strong and healthy

and – of course – looking great!

The Hair Care line contains

calming yet energizing Lemon Oil,

Pomegranate Extract for stronger

hair, Peppermint Oil to moisturize,

and Castor Oil for Omega-6 fatty

acids. In addition to Shampoo and

3-in-1 Shampoo and Body Wash,

the complete styling line offers a

variety of holds and shine

combination to get the perfect

look. The Skin Care line is

formulated with Agave Americana

Leaf to repair and soothe skin, the

antimicrobial properties of Willow

Bark Extract, the astringent and

anti-oxidant properties of White

Oak Bark Extrct, and Castor

Oil Omega 6 fatty acids plus a

proprietary mix of Aloe Vera, Witch

Hazel, Chamomile, and Calendula.

Moreover, all products in the line

are free of parabens and sulfate!

Here’s to the next 100, indeed!

Wahl created the

Men’s Grooming

Category 100 years

ago, and with that

celebration, brings

you a product line to

carry them on

for the next 100...

products

103


Estetica n. 3/2019

ad index

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PREMIERE BIRMINGHAM 10

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PREMIERE PHILADELPHIA 32

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R+CO 98-99

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SALERM COSMETICS 101

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WAHL PROFESSIONAL 23/103

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WELLA PROFESSIONALS 2-3

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IHA 96-97

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