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Hollywood's Kodak Theatre—home of the Academy Awards—has long been a venue filled with drama. Fittingly, this was the case in January, when Sebastian Professional creative director Robert Lobetta presented "The Seven Deadly Sins of Evokativ," a stirring stage preview celebrating the company's new luxury product line. Available to selective distribution, the Evokativ line's assortment of 16 products include full, moist and smooth variants, as well as an intimate, alluring and provocative styling range.



Attendees of the educational extravaganza were treated to an evening filled with world-class artistry, inspiration and imagination. In true Cirque du Soleil-like fashion, models sporting ingenious couture and coiffures strutted and sashayed throughout the theatre, mingling with the crowd as they interpreted the seven deadly sins—envy, lust, anger, greed, sloth, gluttony and pride—and ushered in Evokativ.

TOP: Big, fantasy hair was a part of the show; makeup Artist Nicole Servin and Robert Lobetta work their magic on stage; Lobetta unveils his Evokativ creation to the crowd
TOP: Big, fantasy hair was a part of the show; makeup Artist Nicole Servin and Robert Lobetta work their magic on stage; Lobetta unveils his Evokativ creation to the crowd

Creative guru Robert Lobetta fittingly summed up the launch when he said, "Love is at the heart of Evokativ: love for yourself, and love for your hair. This luxury haircare brand is aimed at sensual women who are self-assured about their sexuality, empowering them to invite seduction into their daily lives."

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About the Author

Kelley Donahue

As Editor in Chief of American Salon, Kelley Donahue reports on all aspects of the professional beauty industry, including salon business-building strategies, seasonal hair and fashion trends, salon services and techniques, and timely issues impacting manufacturers, schools, salons and distributor principals. In addition to conducting photo shoots--one of which was the recipient of an ABBIES Award for Best Magazine Cover--Donahue also travels extensively throughout the U.S. and abroad, sourcing out new trends and representing American Salon at major industry functions and educational events.