New Yorkers love being in a hurry. (“Meet for drinks? I couldn’t possibly. At Bette? Let me check my Treo...”) Paul Mitchell presented the city’s beauty editors with a time-saving solution—at least when it comes to their readers' hair—at Splashlight Studios with the launch of the company’s new Express Style line of fast-drying styling products.
The hair care company introduced the line with a sort of futuristic Nascar theme, courtesy of event designer Jes Gordon and ShopPR. Gordon created a red, black, and white racetrack-style decor scheme, and Paul Mitchell dressed event staffers in racing suits. A specially constructed cut-out of a red car stood in front of the bar, and editors strapped themselves into chairs with seat belts to watch a short film that recreated a day-in-the-life of a very busy (is there any other kind?) beauty editor, who finds help in the form of new Paul Mitchell products.
"We chose to theme the launch event around the 'time' concept—aptly naming it 'It's About Time'—and since 2005 marks Paul Mitchell's 25th anniversary, the title had a double meaning," said Nanette Bercu, senior vice president and creative director of John Paul Mitchell Systems. "The racecar seating and simulator experience communicated the speed concept to our audience and how the products can assist in their fast-paced lifestyle by shaving time off their daily routine."
A runway show followed the video presentation. Models in costume designer Stacey McNutt's futuristic red outfits and sporting curly, wavy, and straight hairstyles by Paul Mitchell artistic director Robert Cromeans paraded down the catwalk. Paul Mitchell cofounder and C.E.O. John Paul DeJoria spoke to the crowd after the show.
—Erika Rasmusson Janes
Photo: Getty Images (bottles)
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The hair care company introduced the line with a sort of futuristic Nascar theme, courtesy of event designer Jes Gordon and ShopPR. Gordon created a red, black, and white racetrack-style decor scheme, and Paul Mitchell dressed event staffers in racing suits. A specially constructed cut-out of a red car stood in front of the bar, and editors strapped themselves into chairs with seat belts to watch a short film that recreated a day-in-the-life of a very busy (is there any other kind?) beauty editor, who finds help in the form of new Paul Mitchell products.
"We chose to theme the launch event around the 'time' concept—aptly naming it 'It's About Time'—and since 2005 marks Paul Mitchell's 25th anniversary, the title had a double meaning," said Nanette Bercu, senior vice president and creative director of John Paul Mitchell Systems. "The racecar seating and simulator experience communicated the speed concept to our audience and how the products can assist in their fast-paced lifestyle by shaving time off their daily routine."
A runway show followed the video presentation. Models in costume designer Stacey McNutt's futuristic red outfits and sporting curly, wavy, and straight hairstyles by Paul Mitchell artistic director Robert Cromeans paraded down the catwalk. Paul Mitchell cofounder and C.E.O. John Paul DeJoria spoke to the crowd after the show.
—Erika Rasmusson Janes
Photo: Getty Images (bottles)
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At Paul Mitchell's product launch for its Express Line fast-drying styling products, Jes Gordon emphasized a speed theme with a cutout racecar in front of the bar, and seat belts on the chairs.
The vibrant red cutout racecar featured the Express Style logo.
After futuristically dressed models sporting fabulous hairstyles paraded down a runway, Paul Mitchell cofounder and C.E.O. John Paul DeJoria spoke to the crowd.
Jes Gordon displayed Express Style products inside, on top, and around upside-down vases on a table scattered with red flower petals.
