Chicago Style
Chicago salon owner Joseph Cartagena teamed up with Matrix for a special fashion event held exclusively for young, style-savvy businesswomen. The Chicago Style gathering at the Sofitel Hotel, which was sponsored by StyleChicago.com, attracted more than 350 guests who were eager to learn about the latest local fashion and beauty offerings. A make-up artist was on hand to provide quick touch-ups for guests, who were then invited to pose for professional photos against a StyleChicago backdrop. Using Matrix products such as Vavoom Freezing Spray Extra-Firm and Total Results Amplify Proforma Spray, Cartagena fashioned quick upstyles and blow-outs, making guests glamorous and camera-ready. "As soon as everyone saw what we were doing, they started lining up to be part of the action!" says Cartagena. Beautified guests left with goody bags full of Matrix products.
Cartagena was the ideal choice for the Chicago style event. Along with his partner Cynthia Porcelli, Cartagena built an impressive business at the upscale Genacelli Salon, which is located in Chicago's picturesque Lakeview area. January marked the debut of Cartagena and Porcelli's 1,750 square-foot East Studio Salon. Both salons are renowned for providing superior color design and are staffed by exerts who are certified in the latest color trends, including ombr? and balayage. The new East Studio Salon, with its soaring 11-foot ceilings, expansive urban views and artistic vibe, also serves as an ideal workspace for special events and fostering social connections. "Guests can roam around, try out products and get inspired," says Porcelli. "The space was inspired by the work and style of mid-century architects and designers like Mies van der Rohe and Charles Eames. It's sleek, provocative and functional, which also characterizes the style of our work in the salon."
Color professionals in both salons work their magic with Logics haircolor. "We choose Logics because it dovetails with our educational philosophy," says Cartagena. "It's an artist's color line which allows us to customize our color for every guest, each time. Having that ability is something that really sets us apart."