26 September 2023

Get the Look! KMS California Image Campaign for 2016

KMS California, a revolutionary force in hair care, marks its 40th anniversary by launching a new gorgeous image campaign – learn HOW TO recreate the looks!

How the 2016 Image Campaign came about: Every year, top stylists, artists and innovators –the KMS California Global Style Council– meet for a week to define the latest style trends. Fittingly, the brand’s latest campaign, featuring key looks for 2016, was created in London, a fashion hot spot. The theme: innovative artists, innovative products and innovative styling techniques that put a fresh spin on classical looks.

With natural hair styling as a leading trend, the KMS California Campaign for 2016 paves the way for whole range of casual-cool looks, all easy to style for maximum effect. The campaign looks, to be delivered in the 40th year of the brand, were created by the international KMS Artistic Team, including Simon Miller (US), Lori Panarello (US), Sonna Brado (US), Sam Burnett (UK) and Robert Mrosek (DE). These stylists were supported by a fantastic team: editorial stylist Halley Brisker (UK), fashion and lifestyle photographer Nick Dorey, makeup artist Lucy Burt, stylist Julia Sarr-Jamois and the Scorch London production company.

Filled with stunning model photographs, the company’s image campaign for 2016 represents the latest in a series of milestones that has made KMS California what it is today: a brand that’s synonymous with a passion for style, high-tech breakthroughs and products that truly deliver.

Get the Look!

START: Use COLORVITALITY shampoo to illuminate and enhance your color.
STYLE: Spray FREESHAPE hot flex spray into towel-dried hair to prep for long-lasting, heat-activated shaping. Blow your hair dry, using a vented brush in a side-to-side motion.
FINISH: Spray HAIRSTAY anti-humidity seal over your style to block humidity for 24 hours and for a shiny, weightless finish.

START: Use ADDVOLUME shampoo + body build detangler for volume and fullness, plus weightless conditioning.
STYLE: Spray HAIRPLAY playable texture into towel-dried hair for buildable, re-workable texture. Flip your head upside down and blow your hair dry, using your hands to create an undone look. Re-apply playable texture until you reach your desired texture.
FINISH: Spray HAIRPLAY dry wax over your style for tousled definition and scrunch into shape.



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