Our Town: Chicago

Chicago is sometimes called the “Third Coast” for its mix of East and West Coast qualities. These three salons give a perfect picture of the city's eclectic culture. ­✂ —Desiree Cole

Maxine Salon ➤

as0415-BD-OT-MaxineSal_fmt_0.jpegJust steps away from the Magnificent Mile is Maxine Salon, a Kérastase Treatment Institute and the flagship L'Oréal Professionnel Haircolor Center. The three-story townhouse is 9,000 square feet with a bright white interior that houses 26 styling chairs and one waxing room. When Instagram was a new social platform, owner Maxine Kroll hired a PR firm to help manage the salon's social media to increase exposure. “We’d pitch creative content, then they would socially post our idea,” says salon manager Tracey Moran. “It was worth it because now our clients and staff get really excited about it—especially Instagram since it’s a great lookbook.” In stock: Kérastase, L’Oréal Professionnel

Joseph Michael’s Salon and Spa

as0415-BD-OT-JosephM-r_fmt_0.jpegJoseph Michael’s Salon and Spa has an industrial vibe replete with custom metal workstations and oversize mirrors that loom large in the 6,000-square-foot space. The team relocated to the Gold Coast neighborhood five years ago after 19 years on State Street. “It was an unforgettable and monumental experience because we handled the little surprises we almost forgot could happen to a new business,” says General Manager Allison Vannoy. To retain some of their existing clients after the move, the team started Client Appreciation Weeks with complimentary mini-services or half-priced spa services. Stylists host creative photo shoots not only to inspire, but also to showcase their talent. “Our before-and-after photo shoots serve as a great tool for our clients to see our work and give them ideas for themselves to update their own look,” says Vannoy. In stock: Bumble and bumble, Kérastase, L’Oréal Professionnel

Red 7 Salon ➤

as0415-BD-OT-red7salon_fmt_0_0.jpegAs the official hair salon for Lollapalooza, Macy’s Glamorama and Pitchfork Music Festival in Chicago, Red 7 Salon and its 25 stylists and colorists are an eclectic heartbeat in the city. In 2002, co-owner and Managing Director Jason Hall and co-owner and Master Stylist David Kafer opened the 2,400-square-foot space that brings fashionable young-to-middle-aged professionals to their 16 styling chairs. “Referrals come in with high expectations, and we strive to meet them,” says Hall. This salon is so on point that the team creates special themed days throughout the year like Bloody Mary Friday or Hot Apple Cider Rum Cocktail Day. What’s more, Red 7 Salon donates hair goodies to the organizations that their clients support. In stock: Bumble and bumble, Kevin.Murphy, Pravana, Redken, Wella Professionals