Brings the hottest beauty products and fashion trends to the salon and spa industry. Launchpad focuses on new products, tools and services for hair, skin, make up and nails.
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30 | BEAUTY LAUNCHPAD | MAY 2016 Conversations/ Launches Streamlined to reduce complexity, the new OSiS range from Schwarzkopf Professional has been edited from 29 products down to 21, all boasting upfront descriptors that make them simple to use and easy to understand (schwarzkopf-professionalusa.com). "We've harmonized our offerings for a more concise line," reveals Damien Carney, North American Creative Director. Though remaining true to its iconic red-and-silver brand heritage, the fresh package design is also more modern. "Our consumer target is trend-based, street savvy and appreciative of the androgynous, normcore movement," Carney informs. "The emphasis is on embracing individual style while understanding that there are no real rules, no girls, no boys—ours are truly genderless products." From light formulas to ultra-strong concoctions, items are divided into the following four categories: LONG LIVE THE KING Synonymous with iconic grooming, American Crew has taken what may only be described as the next logical step: tapping Elvis Presley as the brand spokesmodel (americancrew.com). "You can't really think of American hair without conjuring up visions of the King," laughs company Founder David Raccuglia. "His pompadour led to the creation of rockabilly, an entire tress sub-genre." The new campaign, "Groom Like the King," speaks to the fact that every man—whether secretly or overtly—bears a bit of Elvis-inspired rebellion at heart. "Stylists' images on Instagram, Facebook and other social networks already feature Presley photos in high volume, and many kids today wear '50s-style pomaded pompadours," Raccuglia relates. But while it's previously been impossible to stroll into a salon and spot pictures of the rock god on posters, products and packaging, that's all about to change. "We dug deep into history, combing archives to amass a compilation of looks that will elevate our classic brand to the next level," reveals Raccuglia. Can't help falling in love with that! PREP Undercoat Primer Foundation: Silicones even out porosity and increase manageability for the perfect hairstyle base. STYLE Flatliner Heat Protection Spray: Polymers guard strands up to 450 degrees, while keratin helps repair structure. Tame Wild Smoothing Anti-Frizz Cream: Discipline unruly tresses via a well-balanced combo of styling polymers. Upload Volume Cream: Film formers provide medium style control, and silica boosts volume. Big Blast Volumizing Gel: Decidedly lightweight, proprietary QUAT agents ensure a voluminous yet touchable effect. Grip Extreme Hold Mousse: A combo of resins guarantees fi rm hold and anti-static results. Curl Honey Curl Cream: Polymers defi ne naturally coarse or frizzy ringlets and waves. Bouncy Curls Curl Gel With Oil: Caring fi lm- formers ensure bounce—sans crunchy curls. TEXTURE Refresh Dust Bodifying Powder Spray: Oryza sativa starch, an ingredient obtained from rice, soaks up oils for refreshment between shampoos. Dust It Mattifying Volume Powder: Silica is responsible for the rough feel and matte results. Volume Up Volume Booster Spray: Breakthrough Flex-Web Technology wraps tresses in a lightweight polymer web, for ultimate oomph that still retains natural movement. Mess Up Matte Paste: Carnauba wax plus beeswax deliver multiple styling variations while maintaining matte texture. Thrill Fiber Gum: Mega fi bers work to ensure elasticity. G Force Strong Hold Gel: Humectants and moisturizing glycerin guarantee superior hold, even when temps get balmy. Flexwax: Moldability comes courtesy of wax emollients. Mighty Matte Ultra Strong Matte Cream: Putty provides strong hold for those in need of extreme control. FINISH Sparkler Shine Spray: Light silicone oils smooth and add luster. Magic Anti-Frizz Shine Serum: Blend promotes shiny follicles minus the frizz. Elastic Flexible Hold Hairspray: Film- forming resin lends natural hold while pulling double duty as a humidity blocker. Freeze Strong Hold Hairspray: Styling mist provides lasting fi xation. REVAMP C onversation s / L aun ch e s