ISO’s Eric Mayes Blows Out Top Beauty Editors

ISO PRESENTS “PYRAMID OF TEXTURE” IN NYC
Artist Eric Mayes Demonstrates Texture Three Ways

ISO Artistic Creative Team Member Eric Mayes met with top New York editors recently, to reveal the three secrets to fabulous texture: curl, color and cut and style. Representatives of Shape, American Baby, Teen Vogue, Family Circle, Modern Salon, American Salon and more were treated to one-on-one sessions with Mayes at Manhattan’s hip Devachan Salon and Departure Lounge.

Each personalized session included an overview of the three “C’s”:

• Curl: Nexture is the modern way to create curl and texture. This one-step, semi-permanent texture styling treatment produces body, wave and texture without the commitment. It lasts up to 20 shampoos, providing today’s client with commitment-free style. ISO’s Bouncy Collection is the preferred method for maintaining and revitalizing curl and texture. These curl-enhancing cleansing, care, styling and finishing products feature ISO’s exclusive "Bounce-Back" technology to bring textured and natural curls full circle. Bouncy Curl Definer is the newest addition to the Bouncy collection. This hybrid crème pomade defines and details as it produces medium hold and maximum shine.
• Color: Using ISO’s i.color—featuring Tri-Active Technology, a blend of moisturizers, cationic protein and vitamin C that provide deeper penetration into and durability while protecting the hair—specifically designed color placements can actually enhance existing texture or give the illusion of more texture.
• Cut and Style: Specific cutting, styling and finishing techniques are ideal ways to help create shape and movement.

Mayes conducted consultations using ISO’s new i.system, previewed the i.con trend collection, and offered each editor a personalized experience which included a style and finish, troubleshooting session and product recommendations. Topics of interest included color preservation, blow-out tips and tools and ideas for creating texture variations. According to Mayes, the media reps were especially intrigued by the texture transformation abilities of ISO Nexture and Maintamer services and by the ability of the new Hydra Moisture Crème to prep all hair types for all types of styles. He also notes that ISO Daily Shape, a flexible working spray, was a clear favorite for its versatile finish and incredible fragrance. “Gift bags were also part of the experience,” Mayes reveals. “Everyone loved the idea of having a one-on-one consultation about their specific needs.  It was a very relaxed atmosphere and the editors felt they could ask questions and get information about stories that related to their readers. They really appreciated the intimacy of the setting.” Mayes had a great response from all the Beauty Editors, “I loved the tousled, beach-like waves Nexture gave me, and the upkeep is so simple—you just wash and go!” said Carly Cardellino Associate Beauty Editor of SHAPE magazine.

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