Going Behind the Scenes at Nioxin's Edgy New Advertising Campaign

Yesterday, I directed you to a behind-the-scenes glimpse at what it takes to create an editorial spread in American Salon magazine. Today, I'm going to give you an inside look at the photo shoot for Nioxin's newest national advertising campaign. The company, known for its hair-thickening and -strengthening products, was trying to achieve a more fashion-forward and versatile identity with this shoot.

The Nioxin crew invited me to the studio to watch as hair stylists Donna Maggi and Richard Kough prepped the models to have their pictures taken by photographer Sarah Silver. The models were given Nioxin's Scalp Renew treatment the day before the shoot to make sure their tresses and scalps were in optimal condition [SIDENOTE: I had the Scalp Renew treatment a few months ago and can attest to what a difference just one session makes!]. For the shoot, Maggi and Kough used a variety of Nioxin products to create styles ranging from sleek and shiny to windswept and textured. The hair, coupled with fabulous clothing from Alvin Valley and Christian Cota, created the edgier, more European look the company was going for with the new campaign. Keep your eyes open for the campaign as it hits billboards, magazines and trade shows near you ... and recreate the looks with the full lineup of Nioxin products. —Lori Morris, Senior Editor