Wella Professionals Inspires Runway Looks for Real Women

Stylists Across the Country Work Backstage at Regional Shows Sponsored By Wella Professionals

WOODLAND HILLS, Calif.--()--Wella Professionals’ stylists are no strangers to backstage beauty as they are styling the hottest catwalks from Paris to Milan, New York to LA, creating trends to inspire looks that are not only recreated in the salon, but also with real women at home.

Global Creative Director of Care & Styling, Eugene Souleiman, spearheads countless teams at fashion weeks around the world. For Spring/Summer 2013, Wella Professionals also sponsored Wella styling teams from local salons for The Tent at Boston Fashion Week and Los Angeles Fashion Weekend. After countless hairstyles from more than twenty Wella-sponsored shows in NY, Boston and LA strutted down the catwalk, Wella Professionals reveals the top trends from the runways in all three cities.

LUXURIOUS SHINE AND SMOOTHNESS
Polished perfection manifested itself on the runways, specifically at LA Fashion Weekend where the hair was styled by Wella Top Stylists Claudio Lazo, Christopher Dove, Michael Haase, and Ginger Boyle along with a team of stylists from local Wella salons. The models’ hair was flawless and glossy – shiny, luxurious-looking hair was swept into a side part, also seen on the runways at New York Fashion Week and Boston Fashion Week. The key to creating a sultry, sleek look is ensuring that hair has volume at the root, so that it’s full and moves naturally. “The point is to create a shape that’s understated and very luxurious,” said Claudio Lazo, Wella Top Stylist and owner of C the Salon in Studio City, CA. He recommends prepping damp hair with Wella Professionals Velvet Amplifier Styling Primer for a smooth surface and blow-drying, then finishing off the look with a gloss like Wella Professionals Mirror Polish Shine Serum that won’t weigh the hair down.

EMBELLISHED BRAIDS
Braids are here to stay, but this season’s catwalks turned out more imaginative and more avant-garde styles than ever before. Uniquely braided chignons and roped buns were especially dominant with jaw-dropping styles by Wella Top Stylists Nicole Obert, Jason De La Torre, Franco Cannatella, Igor Vasilijuk and Frank Michael Shortino who were supported by styling teams from neighboring Boston salons. With looks that almost seemed to defy gravity, Igor Vasilijuk, Wella Top Stylist and owner of Fulham Salon in Newton Center, MA, shares that his trick is “to tap the end look with a hot curling iron.” This tames flyaways by reshaping them into the coif, creating a structure that looks soft, yet is strongly in place. These looks were all about the texture, which is why Wella Professionals Rugged Fix Matte Molding Crème helps with the construction of the look to prep hair for superior hold. Play with different types of braids, and mold them with your fingers to create a flat-looking fishtail or a round rope braid. To finish the look, use Wella Professionals Stay Firm Finishing Spray to keep every hair in place with a level three hold.

PLENTY OF PONYTAILS
Another “mane trend” that reigned supreme, especially on the catwalks in New York, is the ponytail. At the Spring 2013 Acne show, Wella’s Global Creative Director, Eugene Souleiman, used Wella Professionals Shimmer Delight Shine Spray to finish off the pulled back look on the runway this season. He says this style is “a very pared-down, very concise look - but the minimal look doesn’t have to be boring.” To create an added dimension to your pony, braid a small piece of hair and wrap around the elastic and secure with a bobby pin. There’s something about the ponytail that is timeless and sophisticated; variations to this look make it a hairstyle staple as ubiquitous as a blow-out.

Availability
Wella Professionals Care and Styling products are available at a suggested retail price of $12 - $17. Products can be purchased at professional salons across North America. For more information, visit www.wella.com.

About P&G Beauty & Grooming
P&G Beauty & Grooming products help empowers men and women around the world to look and feel better than they ever thought possible. With 11 billion dollar brands and products available in over 130 countries, P&G’s beauty and grooming products delivered sales of over $38 billion in fiscal year 2010/11, making it one of the world’s largest beauty and grooming companies. P&G Beauty & Grooming offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including Pantene®, Olay®, Head & Shoulders®, Max Factor®, Cover Girl®, DDF®, Frederic Fekkai®, Wellaflex®, Rejoice®, Sebastian Professional®, Herbal Essences®, Koleston®, Clairol Professional®, Nice ’n Easy®, Venus®, Gillette®, SK-II®, Wella Professionals®, Braun®, Crest®, Oral B®, Always®, Tampax® and a leading Prestige Fragrance division that spans from point of market entry consumers to high end luxury with global brands such as Hugo Boss®, Lacoste®, and Christina Aguilera®. Please visit http://www.pg.com for the latest news and in-depth information about P&G (NYSE: PG) and its brands.

About Procter & Gamble
P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

Contacts

For Procter & Gamble
Tracy Green, 212-891-0404
tgreen@devriesglobal.com
or
Brianne Dezzutti, 646-253-0236
bdezzutti@devriesglobal.com

Luxurious shine and smoothness at LA Fashion Weekend, hair by Wella (Photo: Business Wire)

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Release Summary

Wella stylists are no strangers to backstage beauty as they are styling the hottest catwalks from Paris to Milan, New York to LA, creating trends to inspire looks for real women.

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Contacts

For Procter & Gamble
Tracy Green, 212-891-0404
tgreen@devriesglobal.com
or
Brianne Dezzutti, 646-253-0236
bdezzutti@devriesglobal.com