Nexxus has named hairdresser Kevin Mancuso as the company's first creative director, overseeing the hair care brand's advertising imagery. The role for Mancuso, who typically styles editorial shoots, works from the Rita Hazan salon and last year opened and closed a Manhattan outpost, is a new one that he said is quite prophetic.
"I have a real history with this brand. When I first started in the industry this was the brand to use. Even further than that, when I was introduced to Jheri Redding [the founder of Nexxus], he had created a manual and it really took charge of what I was doing to create style and texture. It really set the philosophy for my career," Mancuso said.
The one-year deal with Nexxus has multiple year options, the company said.
The first project Mancuso worked on for the professional and mass market hair care brand was its holiday advertising campaign, highlighting its mass market products. The photo shoot took place in late August at Milk Studios and Mancuso had full control.
"It was love at first sight. I got to work on the shoot by bringing my direction and choosing the photographer [Don Flood] and the makeup artist [Christy Coleman] and set design. The outcome is a real reflection of my vision for holiday. I haven't had so much fun since I did my book," said Mancuso, who gathered his inspiration from this summer's couture shows and the red carpet, as well as Hollywood starlets.
"I wanted to bring something that I hadn't seen before for holiday, so I created hairstyles that take on the whole Veronica Lake obsession, but instead of it looking so perfect I made it have some life," Mancuso said.
Mancuso created three different looks for the print ad spreads, which are scheduled to appear in beauty and celebrity magazines in December and January.
One depicts glamour, with an updo featuring gentle waves and an elaborate low bun. A sleek look features a model with a center part and straight shiny hair gently pulled back. A romantic style was created with a cascade of waves. Each ad features a head shot, as well as a fashion shot to showcase the satin gowns each model is wearing. Ads also present the key Nexxus products that helped create the featured look. Copy at the bottom of each ad directs readers to a Web site where they can view a video of Mancuso styling each look.
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