CHI - Spring 2009 - (Page 29) “Edutainment.” The beginning was bumpy. Joe Anthony remembers that after their very first show, they were pulled offstage and told that it wasn’t working. “Most guys would head to the bar at that point,” he says. “But we went to the room and hammered it out. No egos. We were both 100-percent committed.” From that session evolved their unique philosophy of “edutainment.” Explains McCormick, “We are there to share information and to make sure people have a good time. It doesn’t work if you just have one or the other. If it’s straight education, people get bored and they don’t buy in. If it’s strictly entertainment, they don’t learn anything.” Method and madness. The pair developed a dramatic show opening in which they hit the stage to a rocking number like Charlie Daniels’ “The Devil Went Down to Georgia.” Shears flash, hair flies and the audience holds its collective breath wondering if the models will be shorn or stabbed. Then, to everyone’s relief, the capes come off and the girls look gorgeous. “The cuts look crazy,” admits McCormick, “but there’s method to the madness. There’s real technique involved.” Agrees Joe Anthony, “We actually have a simple method of cutting and coloring, and that’s what we teach our audiences. It’s how to make clients look good, because that’s what makes them look good.” Around the world. Obviously, the method is working. The indemand pair performs for colleagues in North America, Europe and the Middle East—recent stops included Egypt, Jordan and Mexico City. Both agree their roles as international educators give them plenty in return. In addition to seeing the world and meeting new people, “you get inspired all the time,” says McCormick. “We do 50 or 60 models, then after the show we share ideas with other hairdressers.” Everything, they note, is funneled back into their shows and their work with clients in their salons. Farouk shout-outs. Joe Anthony and McCormick have done a lot of hair, and along the way, they’ve naturally connected with some favorite products. For Joe Anthony, CHI Silk Infusion is a no-brainer—“it pro- In Cancun, Pena was selected to head up the North American Design Team. The team’s performance earned a standing ovation. “It means a lot,” says McCormick, one of the team members, “when your peers stand up for you.” tects from the elements and when you use it with a blow dryer, it infuses the silk into the hair,” he says. “Even the worst hair looks better.” He also loves CHI Volume Booster, which “allows hair to move,” and CHI Shine Infusion, “the ultimate product with every heating tool—the silk and ceramic combination can’t be beat.” For McCormick, it’s all about CHI Pliable Polish, “the most versatile styling tool in the world,” and CHI Infra Texture Spray, which produces hold without “crunchiness.” He’s also crazy about the entire new CHI Organics Olive Oil Nutrient Therapy collection and wouldn’t dream of snipping a single strand without a pair of his CHI shears. He concludes, “Farouk products are the only products I’ll ever use, and they’ve changed my life.” Volume V, Issue 18 29
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