Beauty News: V76 Presents "For the Well-Groomed Man" at ICA 2014

At the recent Intercoiffure America/Canada 2014 Fall Atelier, V76 by Vaughn debuted its recently launched men’s grooming line at the Waldorf Astoria Hotel in New York City. The man behind the brand, celebrity groomer Vaughn Acord, brought V76’s campaign to life by showing that a new hairstyle can transform a man’s entire look. “Going from uptown to downtown, work to play, country to city, those contrasts interest me. I wanted to show how powerful product, change of an attitude and a little direction can make a big difference,” said Vaughn, who used real men as models for the presentation.
The concept behind the presentation was simple: Guys historically have a single look and have had the same style for years. But, with technique and product, stylists can produce easy transformations. Showing men simple tips and tricks can drastically overhaul a look from casual to sophisticated.
With an increasing number of men visiting salons, V76 aims to help salons and stylists capitalize on this exploding marketplace. Through its commitment to education, V76 will provide hairdressers with the tools and knowledge necessary to elevate the men’s grooming experience. “When a client sits down, he needs to be groomed, consulted, draped; all of those finishing details go way beyond just getting a haircut,” said Vaughn. “At the end of the day, we’re selling confidence, that’s really what we want—to feel really good about ourselves.”

[Image courtesy of Luxury Brand Partners]

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