The past year has been difficult for everyone, but a few industries have been particularly affected. The hair industry is one of them. With salons closed for much of the year, many hairdressers were out of work. That’s why John Paul Mitchell Systems launched the XO Your Pro campaign, a love letter to hairdressers. Winnie Harlow and her new bangs are the stars of the campaign alongside acclaimed hairstylist Cesar DeLeon Ramirez to show off the special relationship between a hairstylist and his client.
“It’s so important to feel comfortable with your stylist, and the minute I met Cesar, we just clicked,” Harlow said in a statement. “He understands me and there’s no question that the relationship you share with your stylist has an impact on the results everyone sees on screen. I hope XO Your Pro encourages all of us to take the time to appreciate the pros in our lives. They are so often behind the scenes, but their hard work, talent and camaraderie does not go unnoticed. XO Your Pro is all about giving hairdressers the love and appreciation they deserve.
“Winnie constantly inspires me and we work together to bring our creative vision to life,” added Ramirez. “It’s so true that the stylist’s relationship with his client impacts the final product. I am honored to celebrate the magic that is created behind the living room chair with Paul Mitchell.
Ramirez created eye-catching Harlow looks for the campaign, including those blunt bangs and a blonde pixie to die for. She wore this hair in her very first Paul Mitchell campaign and we continue to drool over it.
As salons finally reopen to safety, Paul Mitchell has launched a “stimulus package” to support hairdressers and salon owners. According to a press release provided by the brand, tThe JPMS Salon Jumpstart Stimulus is a $ 4 million program that includes free coloring, free back bar product, discounted offers on an assortment of professional products, and digital support.
Ramirez posted the couple’s sweet story on Instagram. “It’s our story of how our chemistry helps us bring the best looks to life,” he wrote. Watch the campaign video above.