Fantastic Sams Summer 2004 Trends

BEVERLY, MA (Tuesday, February 17, 2004) - Summer heat has never been much of a deterrent to women who understand the power of long hair. This year, the trends have caught on as well, with hairstyles that fall well below the shoulder taking center stage on the fashion runways.

Echoing the sentiments of designers such as Karl Lagerfeld and Tom Ford, Fantastic Sams Educator, Pat Padilla explains: "The look for summer has always revolved around softness and femininity. And nothing says feminine like long hair."

The season's delicate sundresses and light-weight fabrics demand a flowing mane, so watch for long, loose styles to become a hair fashion staple. "The key is to keep the ends healthy by going in for regular trims," says Sherry Booth, Director of Education for Fantastic Sams. "Long, straight hair is notoriously unforgiving. Every split end is screaming for attention."

To keep long tresses looking their most vibrant, try FS® Botanical Extracts Shine Therapy, which penetrates deep into the cortex of the hair, giving it a sheen brilliant enough to turn even the sun green with envy.


GIRLS GONE WILD

When the mercury rises, the shelf-life of a blow-out plummets and the last thing anybody wants is to waste time under a hot dryer. Fortunately, this summer features a variety of sultry, unstructured hairstyles that go as well with a halter as they do with a nightie. The looks seen on Donatella Versace's and Marc Jacobs' Spring 2004 runways said it all: This summer, prepare to go au naturelle.

"These just-rolled-out-of-bed looks work best on people with ethnic or curly hair," says Pat Padilla. "But with the right cut and proper styling technique, even fine and straight hair can look full and wavy." FS® Hair Care Volumizing Spray will give fine, limp, even thinning hair maximum shine, volume and fullness.

One hot look for summer that is as popular this season as it was 30 years ago-when Fantastic Sams first opened-is the "fro." Of course, this is no "fro" of yesteryear. Today's crop of hot, wavy styles is asymmetrical. Some curls are tight, others are loose, and still others are barely there. To get the ultimate in curl definition and control use FS® Hair Care Medium Hold Spray Gel.

Long, loose layers and chunky highlights can optimize a bedhead no matter what your hair's texture. Sherrie Booth recommends the following styling routine: "Pick out ten to twenty strands, preferably closer to the crown of the head. Then twirl them around a one-inch or ¾-inch barrel curling iron. When you're through, flip, shake and tease until you've achieved the desired effect." Apply the FS® Hair Care Medium Hold Styling Crème to get the body and "lived-in" appearance so crucial to this classic summer style.
"Think Sheenah, Queen of the Jungle," says Booth.


WHAT A BOY WANTS

Boys will be boys, and this summer's hottest look proves it. The style that fits all ages is the tousled look that dominated the New York fashion shows and is sported by such stars as Brad Pitt and Nick Lachey.

"This style enables guys of all ages to look fashion-forward without much effort," says Fantastic Sams Educator, Brittany Justice. "That's the beauty of the cut…it's very easy to maintain."

The cut works in two versions, long and short. The longer look is in keeping with the laid-back nature of summer's styles, while the shorter, more razored cut looks sporty on the beach, authoritative in the boardroom, and cool in the junior high homeroom.

To perfect the slightly disheveled look, Justice recommends running a bit of FS® Hair Care Formation Gel after blow-drying, but while hair is still slightly damp, then allowing the rest to air dry.


BEACH BLONDS

Come summertime, blonds and brunettes will all have one thing in common: A burning desire for highlights. But not just any old streaks will do. When the climate is hot, the highlights get bright, bold and blond.

"For a long time, the trend was to steer brunettes towards copper and auburn highlights," says Fantastic Sams Educator, Ella Burdette. "But recently we've been seeing more and more brunettes coming in for blonde streaks. It's a great way to brighten the hair's overall appearance."

Not to be outdone, natural blondes also line up for that blond-on-blond beach bombshell look. "In the summer, everyone wants to go a few shades lighter," says Burdette.

To protect hair color from fading from the sun and chlorine, Burdette recommends using Fantastic Color Shampoos and Conditioners, which seal and enhance the color.


PARTS VS. BANGS

The fashion and entertainment industries have never seen a battle like this before: Parted hair versus bangs. It's all anybody is talking about. Jennifer Love Hewitt, Kim Catrall and fashionista Linda Evangelista are doing their best to promote the bang trend, while Demi Moore, Jennifer Aniston and Kelly Ripa are partial to an exposed forehead.

Who's winning so far? Everybody. "Bangs are definitely back, but so are dramatic middle- and side-parts," says Sherrie Booth. "A popular style now is a combination, with longer bangs swept to the side. You can see it on Gwyneth Paltrow and Cameron Diaz." To keep this look in place apply some FS® Hair Care Firm Hold Finishing Spray to your hair after styling.

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