“The hair, makeup, and creative direction were all a collaboration. We wanted each artist to shine, but the final product had to read as one cohesive collection that told this celebrity story.” — Mat
Photo: Jessy J Photo @jessyjphoto
Beauty professionals are cultural tastemakers. When a celebrity levels up from semi-famous to iconic with a new look, the artists who gave them that pixie or shag, who perfected their cat eye, and styled their nails, should take a bow.
“Styles always circle back around, so are you ready to deliver when the client walks in asking for a new or trending look? Education prepares you for that moment.”—Justin
Photo: Jessy J Photo @jessyjphoto
Justin Toves-Vincilione and Mat Wulff, creative directors of this Ulta Beauty shoot, as well as leads on hair and makeup, say the goal of each service is to provide the client with star treatment, while also remembering that the beauty professional is a star in their own light.
“It starts with consultation and carries through in every detail,” says Toves-Vincilione. “Offering water, a bag hook, and taking a few minutes to look at inspiration photos ahead of time are the small touches that add up to a great hair appointment. We need to show up as their ‘celebrity hairstylist’ and we do that by improving our skills with education and consistently delivering trends and elevated techniques.”
“As the shoot progressed, I kept seeing the photos as individual album covers, and each look as a pop star moment.” -Mat
Photo: Jessy J Photo @jessyjphoto
“I treat every client as if they’re the only one that matters in that moment,” Wulff adds. “Whether it’s a celebrity or a new client, they get my full attention. The stylist should also allow themselves to feel like a celebrity. Bringing that to the table is the difference between performing a service and creating a shared experience.”
The artists on this project are Ulta Beauty Pro and Design Team members who were told the theme and then invited to put their own spin on the final looks.
“A good artist watches personality, confidence, and lifestyle. Trends like thin brows or bleached brows can feel modern, but they need to be adapted so they become timeless for the individual.”—Mat Wulff
Photo: Jessy J Photo @jessyjphoto
“The hair, makeup, and creative direction were all a collaboration. We wanted each artist to shine, but the final product had to read as one cohesive collection that told this celebrity story,” says Wulff. The synergy paid off.
“I wanted the images to reflect those images that our clients are showing us, the ones they are finding on Pinterest and on social. And we wanted stylists to see that when you break it down, these are full looks that you can learn to deliver.”—Justin
Photo: Jessy J Photo @jessyjphoto
“The feedback from the team was that it felt new and modern,” Justin says. “Everyone was in charge of the look they developed, so they left proud, with images they could reshare. It was a big win.”
A pixie…but make it bespoke, piecey, and perfect.
Photo: Jessy J Photo @jessyjphoto
CREDITS
Creative Concept: Justin Toves-Vincilione @ahappyjustin and Mat Wulff @matwulff
Hair Team:
Justin Toves-Vincilione @ahappyjustin (Hair Lead)
Michelle O’Connor @michelleoconnorbeauty
Beto Sanchez @betoloveshair
Gilad Goldstein @myguiltycrown
Reva Haga @reva_danielle
Bianca Donahue @biancad.beauty
Brittany Prater @bee.hair.day
Janelle Eyre @jeyre.hair
Amanda Diaz @aestheticbyamanda
Makeup Team:
Mat Wulff @matwulff (Makeup Lead)
Assistant: Druhan Parker @druhanesthetics
Wardrobe: Mary Ellen Zummo (MEZ) @styledby_mez
Nails: Betsy Juarez @bossnailacademy
Photo: Jessy J Photo @jessyjphoto
Production: ISP Creative @ispcreative
