Someone I know once said everyone has a story.

One thing I have always been curious about, when it comes to the beauty and fashion industry, is what goes on behind the scenes at events, photo shoots and hair shows.

The end result may look flawless or the show may appear seamless but I know that there is a lot of work that goes into making it all happen.

There are so many stories to hear of what it takes to make each a success.

Both film and fashion are businesses where the audience doesn’t feel or see the work that goes on behind the scenes.
– Tom Ford

This “Behind the Scenes” post will give you a backstage pass to what really happens in the beauty and fashion industry, and give a little insight into all the planning and hard work that no one gets to see!

Over the years, I have been very fortunate to have met many people through the blog.

One very special connection I made last year was with Megan Newell, Communications Manager, Sebastian Professional North America.

There are so many fascinating aspects to her career and I wanted to know what it was like preparing for a Sebastian Professional product launch.

So, even though she is super busy and travels more than anyone I know, she still took the time to share her story with me. And for that, I am grateful.

Here is the the behind the scenes look at the 2017 Sebastian Professionals Twisted Launch.

Prior to the event, I’m busy at the office finalizing logistics for the photographer, social media strategy and media invites. Plus random loose ends; we plan to have a raffle at the event but need to get products to NYC and we’re out of stock in LA. I’m lucky enough to have an awesome network of people who can help, I call the Wella Studio in NYC and my PR agency and round up enough product.

Then I’m off to NYC for the Twisted Launch.

After six months of planning, working closely with the Sebastian Professional Brand manager, Education manager and our amazing Show Team, the event is finally here!

I arrive in New York and it’s a beautiful day! I head to The Wella Studio for model call and hair prep.

Sebastian Top Artists : Omar Antonio, Anthony Cole, Anthony Cress will each present two models with looks inspired by the Twisted Collection.

The next day, the day of the event. I meet the photographer at the venue.

We walk through the event space, review the shot list and make introductions to the artists presenting at the event that evening.

The the calm before the storm.

The Show team is setting up the venue and the artists are prepping the models. I take some candid shots of prep time to post on social media and review any last minute details with my Education manager Christina McCarver and Brand Manager Kristy Soelv.

Makeup artist extraordinaire Eric Allen

Sebastian Professional Senior Education Manger Christina McCarver (top)
Sebastian Professional Brand Manager Kristy Soelv (bottom)

Doors are about to open!

I grab a few more shots for social media and check my phone, I’ve asked media to text me when they arrive.

Before the artistic presentation, I greet editors attending the event and review what we’re launching, who’s presenting and coordinate interviews for after the event.

During the event, I capture more content for social media.

Loved our official snap chat filter!

After the artistic presentations, I make sure the models and artists don’t run away and I facilitate interviews with the media.

Check out the coverage: Sebastian Professional’s 2017 What’s Next Awards

That’s a wrap!

I honestly couldn’t do my job without all the amazing people I work with.

Megan Newell, Anthony Cole, Omar Antonio, Bob Camack, Kristy Soelv, Melanie Garibay, Amily Liu, Jesus Newell, Anthony Cress, Christina McCarver, Ashley Johnson, DeVries Global

Ashley Johnson,  DeVries Global (centre)

Amily Liu, VIP Event Associate Manager (left) and Melanie Garibay, National Show Director (right)

Professional photos courtesy of Cody Rasmussen

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