Behind the Scenes of March's Cover Shoot

Luis Alvarez behind the camera

While Luis Alvarez knows the creative impact of a cut and color, with Versa, his latest collection with the BaBylissPRO Artistic Team, his goal is to remind the hairdressing community of a less permanent, but equally powerful, way to create a new image.

“With styling and finishing, there’s no commitment,” he says. “And once your customer sees what you can do, they’ll trust you to do so much more.” Alvarez—VP of marketing, creative and education, ConairPRO Division, and an accomplished hairdresser—photographed the collection at the BaBylissPRO headquarters in Stamford, CT, where he created an arts and education studio, “a place where our team can jam.”

Artistic Team members Nicole Fowler and Shelly Devlin worked on one model, who had an undercut, and called on styling products and tools to create six different style personalities. “When you give a customer that kind of versatility, it’s not only artistically beneficial, it’s also financially rewarding,” Alvarez says. “They’ll likely start coming to you for special occasions and buy tools and products from you, since styling is the best time to educate clients on their hair.”


Enjoying this story? Subscribe to the American Salon Newsletter

Get inspirational trends, techniques, tips, education and the latest beauty news delivered right to your inbox! To read on the go, sign up today to get weekly beauty news and updates.

The model before styling

The team preps the model’s hair for a voluminous updo


► The BaBylissPRO Rapido Dryer and Aquage Finishing Spray and Uplifting Foam were a few of the hero products and tools used on set.