Beauty Launchpad Magazine

FEB 2018

Beauty Launchpad is everything beauty for salons & stylists! Stay on top of the latest hair style trends and products for hair, skin, makeup and nails. Get hair color ideas, business advice, education tips and beauty industry news.

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PORTFOLIO CREATIVE DIRECTOR: LUCIE DOUGHTY; PHOTOGRAPHER: ERIC RAY DAVIDSON; HAIR: JPMS ARTISTIC TEAM; MAKEUP (GROOMING): JETTY STUTZMAN; WARDROBE: EDDIE SHACHNOW The revamped MITCH line celebrates the modern man —an attribute that's refl ected in the John Paul Mitchell Systems artistic team's latest photographic endeavor . ÑAO TO CELEBRATE A BRAND-NEW LOOK for the MITCH premier men's grooming line, the John Paul Mitchell Systems (JPMS) artistic team conceived a photo collection that mirrors the redesigned aesthetic: clean and modern. And to promote the products' abilities to impart myriad styles, the team accentuated each model's personality with a complementary unique—but very wearable—look. "The purpose of this MITCH campaign is to bring authenticity and diversity to the brand," explains Lucie Doughty, JPMS creative director. "These models are all real men with amazing backgrounds; everyone is so different, and that's what is so cool." 74 | BEAUTY LAUNCHPAD | FEBRUARY 2018 SO SO Clean

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