Online Exclusives

Sebastian's Infinite Possibilities

By Nancy Jeffries, Contributing Editor | July 20, 2011

Professional line combines music mixology with customized hair looks.

DJs and hair stylists had their day at New York City’s Dub Spot, when Sebastian Professional hosted a musical soiree earlier this month. Editors learned the art of turntable mixology with a DJ lesson, as Sebastian visionary and disc jockey Harley Viera-Newton spun tunes and encouraged the fledgling mixologists to rock out as a presage to the launch of Sebastian’s first ever digital lookbook.
 

The event took participants from one floor to another of the exposed-brick walled enclave, where editors met with Sebastian stylists who guided them through the digital lookbook, providing tips on styles and product usage, as well as the functions of numerous styling products including, Sebastian’s Shaper, Shine Define, Trilliant, and Potion 9. Sebastian products, among more than 130 brands in Procter & Gamble’s beauty and grooming portfolio, are available at 10,000 salons nationwide, emphasize the concept of reinvention, keep the brand at the forefront of what’s next, and explore cutting edge hair styles. The new digital lookbook site featured at the launch offers visitors a carousel of 10 different hair looks, conceived of and created by six Sebastian stylist design team members, who encourage clients to “dare their style with infinite possibilities” and create their own masterpieces. Beginning on August 1, 2011, online users will be able to visit the lookbook at: www.press.sebastianprofessional.com, to interact with the site, meet the stylists, and learn how to achieve the newest looks.


 
With a Twist look, by stylist Thomas Dunkin.
Ambiance Complements Creativity


Inspired by the practice of mixing and layering in music, design, fashion and beauty, the brand introduced its own brand of product cocktailing, by layering different hair products throughout the styling process, and providing instruction on correct product usage, as well as steps in the process to inspire creativity. Janine Jarman, Sebastian stylist design team member and owner of Hairroin Salon in Hollywood, was there to provide encouragement. “By sharing some of my secret styling cocktails, I hope to inspire others to experiment and channel their own master mixologist,” said Jarman.
 
DJ Harley Viera-Newton, left, with Sebastian stylist, Janine Jarman
Thomas Dunkin, one of the six design team members, as well as my stylist adviser at the event, created the With a Twist look, pictured, and provided a customized cocktail recipe for recreating the look. He explained that the voluminous look could easily be created with Potion 9 + Volupt Spray + Shaper hairspray to finish, simply by following these steps. Wash and condition hair with Sebastian Volupt, apply Sebastian Potion 9 to damp hair, and layer Sebastian Volupt Spray all over the hair, including the roots. Follow by blow-drying with a large round brush, then curling one-inch sections with a curling iron (or using hot rollers, said Dunkin), rolling sections up and securing. Once cool, run hands through hair and massage scalp to create lift, shake hair to let fall naturally, finger tease, and finish hair by spritzing with Sebastian Shaper hairspray. The guidance takes the guesswork out of the process, and the digital lookbook is poised to provide that guidance online.

 
Among the range of looks, including With a Twist, by Dunkin, were Trickle Down, a straight, defined look with optional choppy fringe bangs, by Janine Jarman, which featured Potion 9 + Liquid Gloss + Shaper; Twisted Sister, a top knot and fringed bang look, by Anthony Cole, featuring Microweb Fiber + Craft Clay; and Whip Lash, a high, straight ponytail, with flat-ironed ends, using Gel Forte + Trilliant, for thermal protection, as well as shine. Each look included step-by-step instructions, providing the recipe for achieving the looks you want to create.
 
Sebastian Shape.
Among the products utilized to achieve some of the looks were Potion 9: Wearable Styling Treatment Cream, to help restore lost moisture and rejuvenate the healthy look of hair, $16.95; Potion 9 Light: Lightweight Wearable Treatment Styler, a lightweight spray for flexible hold, lasting moisture, anti-frizz, and UV protection, $15.95; Shaper Brushable Working Hairspray, designed to create shape during and after blow-drying, $16.95; and Shaper Plus: Touchable Extra-Hold Hairspray, a humidity-resistant working and finishing hairspray that dries quickly, without stickiness, and adds body, lift, and strong hold, $16.95. The style cocktails will be available at the site for ease of use and results-oriented application.

 
 
 

Related End-User Markets:

blog comments powered by Disqus
  • Wacker Builds on Its Success

    Wacker Builds on Its Success

    Tom Branna, Editorial Director ||May 2, 2016
    The silicone maker had a good 2015 and expects the gains to continue in 2016, driven, in part, by success in the Americas and

  • That’s Awesome!

    That’s Awesome!

    May 2, 2016
    Extracts & Ingredients highlights the newest ideas in efficacious oils for the personal care market.

  • Boxed Out?

    Boxed Out?

    Tom Branna, Editorial Director||May 2, 2016
    Salon sales outpace mass-market results in the highly competitive, highly fashionable and yes, highly-colorful hair color cat

  • Kitchen Counter Cosmetics

    Kitchen Counter Cosmetics

    Christine Esposito, Associate Editor||May 2, 2016
    LOLI box marks the convergence of natural and organic ingredients, subscription service and DIY cosmetic chemistry.

  • Mapping Out Multicultural Beauty

    Mapping Out Multicultural Beauty

    April 25, 2016
    Agnieszka Saintemarie of Kline Group about current trends and challenges in multicultural beauty.

  • At a Loss for Curls?

    April 22, 2016
    Amplixin, a Miami-based maker of hair strengthening products, has a solution for hair loss.

  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.

  • NYSCC Explores Product Innovation

    NYSCC Explores Product Innovation

    Christine Esposito, Associate Editor||March 14, 2016
    New product development, formulation expertise and proper preservation are topics of discussion at February monthly meeting.

  • Texture on the Runway

    Nancy Jeffries, Contributing Editor||February 22, 2016
    Au Naturale by Dark and Lovely, Cantu, Creme of Nature, Design Essentials and Garnier create head-turning hairstyles.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • That’s Quite an Achievement!

    That’s Quite an Achievement!

    Nancy Jeffries, Contributing Editor||November 2, 2015
    The CEW honors seven beauty industry leaders.

  • A Suite Deal

    A Suite Deal

    October 12, 2015
    Image Studios provides an innovative venue for beauty professionals seeking a new way to do business.

  • Eye on Korea

    Eye on Korea

    August 17, 2015
    At the Personal Care Conference in Shanghai there was distinct emphasis on beauty ideas from Korea.

  • No Coasting Here

    No Coasting Here

    August 12, 2015
    A Q&A with Coast Southwest CEO Joseph Cimo.

  • Scoring Big with Women’s Soccer

    Scoring Big with Women’s Soccer

    Christine Esposito, Associate Editor||July 8, 2015
    Carli Lloyd and crew have star power—but will any beauty firm be smart enough sign these soccer stars? Take our poll now.

  • Are You for Real?

    Are You for Real?

    June 22, 2015
    Counterfeit cosmetics and pseudo scents permeate the internet; here's how brands can protect themselves.

  • Teen’s Non-Toxic Dream Gets Real

    Teen’s Non-Toxic Dream Gets Real

    Christine Esposito, Associate Editor||June 8, 2015
    Rhode Island teen Ava Anderson serves as CEO of a fast-growing direct sales company that’s playing in multiple household and personal care categories.

  • A Reason to Smile?

    A Reason to Smile?

    Jeremy Kerstetter, Assistant Editor||June 1, 2015
    IRI study uncovers consumer optimism...even among Millennials.

  • The Right Choice

    The Right Choice

    Nancy Jeffries, Contributing Editor||May 28, 2015
    The CEW Insiders's Choice Beauty Awards

  • Johnson’s Making a Splash

    Johnson’s Making a Splash

    May 18, 2015
    J&J’s So Much More campaign aims to raise awareness regarding the importance of bath time.

  • Thousands Flock to NYSCC Suppliers

    Thousands Flock to NYSCC Suppliers' Day

    May 18, 2015
    Once again, the cosmetic world meets in Edison, NJ.

  • Next-Gen Hair Care

    Next-Gen Hair Care

    Christine Esposito, Associate Editor||April 6, 2015
    Kids hair care brand Glop & Glam looks to build on four consecutive years of double-digit growth by appealing to kids and parents.

  • Which Way, M&A?

    Which Way, M&A?

    Tom Branna, Editorial Director||March 23, 2015
    Personal care is an attractive end-market for chemical companies due to an above GDP growth rate and higher margins.

  • A Bit of Brazil, Now in the US

    A Bit of Brazil, Now in the US

    Tom Branna, Editorial Director||March 16, 2015
    A hair care line, born in Brazil, is available in the US.

  •  The Thin Man (and Woman)

    The Thin Man (and Woman)

    Nancy Jeffries, Contributing Editor||March 2, 2015
    P&G Salon Professional has just launched Nioxin Advanced Thinning range.

  • Personal from the Start

    Personal from the Start

    Christine Esposito, Associate Editor||February 23, 2015
    Backgrounds in e-comm and CPG help when building a new business, but for Puracy’s founders, the launch of their household and personal care brand was driven by personal need.