NEW YORK, NY -- Lorraine Massey, co-partner of the chic Devachan salon, says there’s a curl-volution happening among curlies everywhere.
“Over the last 10 years everyone has been blow-fried,” says Massey, stylist and author of 'Curly Girl: The Handbook.' “Women want their freedom,” she says.
It’s that freedom the curl guru is encouraging both women and men to embrace when she launches a national advertising campaign this fall. The theme of the print campaign is Curl-volution, showcasing the beauty of naturally curly locks.
“Why all of a sudden are all these curly girls running around?” Massey asks. “They are the same ones who’ve been in straight jackets and tied to their hairdresser all these years.”
No more, she says. The curly girls who have fought their curls for years are learning to just let it flow.
“From children to men and women of all ethnicities, 65 percent or more of our population has some wave or curl to their hair,” says Shari Harbinger, hair color director of Deva Concepts. “One of the major philosophies of our company is to respect the hair’s natural tendency to wave or curl.”
And now the company is using a national platform to share Massey’s philosophy. On June 26, Massey brought in about a dozen of her clients to become models for a day in a glamorous photo shoot at her Devachan salon in New York City’s SoHo neighborhood. The daylong shoot for the ad campaign consisted of a head-to-toe makeover for everyone — hip hairstyles, glitzy makeup and even wardrobe.
In the spring, DevaCurl launched a national model search on NaturallyCurly.com. But because of the logistics, Massey opted to use some of her Devachan clients for the campaign, some of whom are NaturallyCurly.com readers.
Aside from clients, some of her curly stylists (and even her young son) joined in the photos that will be splashed across the pages of trade and consumer magazines in September. At the same time Massey will introduce two new products to her DevaCurl line. The first is called B’Leave-in, a leave-in conditioner for added moisture. (Both products will be for sale in CurlMart when they are available)
“With curls, it’s really all about hydration,” Massey says. “This is a 24- to 48-hour moisture lock that’s filled with organically derived vegetable glycerin that will give the hair added shine.”
The second product to be available this fall is a color-keeper called To Have and To Hold. “It keeps color in the hair longer,” Massey says. “There’s no pigment in it.”