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photographer james edick

Arrojo Shakes Chicago

The time: March 3-5, 2007. The place: Rosemont Theatre and Convention Center. The event: Chicago Mid West Beauty Show (CMBS). And with inspirational floor-filler education, all-new products for purchase, and a razzle-dazzle center-stage show, Arrojo shook Chicago to the core.

At the extended, state-of-the-art Arrojo Booth energy and excitement was running high. Because, uniquely, Nick Arrojo and the Arrojo Master Team, famed as razor pioneers, delivered their incisive, edgy, and world-renowned razor demos right there in the booth. For all-comers Arrojo freely showcased the swinging bangs and texturizing techniques developed and practiced at Arrojo Studio.

With Arrojo product – available for the first time at CMBS – displayed alongside Arrojo educational DVD’s, the custom-made Arrojo razor, and limited edition Arrojo T-shirt design inspiration, the feeling at the booth was one of a brand hell-bent on growth, artistic integrity, and creative expression.

On with the show, and Future Vision, Wella’s inspirational trend vision show, at the Rosemont Theatre, was the defining moment of this year’s CMBS. With a standing room only audience of 4,000 the Arrojo Master Team led a cast of the brightest stars on the beauty scene in a show to celebrate beauty, fashion, music and art.

On stage, Arrojo delivered a great team effort with five trendsetting razor bob cuts that displayed incredible variation in asymmetrical lines, bold aggressive bangs and rounded shapes that work individually and as one to carve out a dynamic new aesthetic for modern happy hipsters.

And in a neat aside for the consumer, Nick Arrojo also appeared on Chicago’s Fox Five and ABC morning news to forecast what’s hot in hair this spring and beyond, to show how to achieve and maintain salon looks at home, to explain what products work best on certain hair types, and to put an end to “bad hair days”.

CMBS: brilliant, dynamic, beautiful.