It was important to us that the individuals, who are representing our campaign, are not your usual models. Instead, we made every effort during our photoshoot to capture emotions and real-life moments of real people. This means that the „REFLEX REACTION“ collection is a sign of the changing times mainly because of the line’s ability, to let what is going on inside, shine through on the outside. Based on a number of prior consultations our team was able to tailor each look to each and every model, to compliment the individual personality of each person. This allowed us to catch uniquely intimate moments on camera.

All hairstyles from the „REFLEX REACTION“ collection do a fantastic job bringing shine, texture and vitality to lifeless hair without appearing unauthentic. The variety of styles bring out the personality types of the individuals who are wearing them, all while creating an aura of casual elegance. Every haircut is meticulously based on the hair’s texture, the bone structure and the facial features. This is only one of many ways through which the hairstyle can improve the way we see ourselves and enhance our long-term confidence, which is „REFLEX REACTION’s“ main mission.

Carsten Kofalk has gone above and beyond to capture the unique looks on camera, made possible by the utilization of different techniques. Carsten mainly relied on the use of light prisms, elaborate reflections and sophisticated mirror imaging. This certainly improved image quality and allowed him to create photographs that show exact results of coloring techniques, as used on the various hair styles. We always had the goal in mind, to show a moment of authentic emotion in each image, so that everyone can look at them and recognize a piece of themselves. Of course we did it all with the latest fashion trends in mind.  

Much like fashion designers, experienced hair stylists also incorporate countless glossy, brilliant and reflecting elements into their work. Transforming this union of colors, light and shapes into something new and exciting is truly an artform. In the end, all of these components are irreversibly combined. The only thing that matters is that the wearer of the hairstyle is seen as an individual. Each unique person, with all their rough edges and flaws, are the main focus of this collection and the salon.