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Last updated: April 03, 2019

Get An Inside Look At Wax Figure Hairstyling

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Schwarzkopf Professionals Partners With Madame Tussauds Hollywood

Where can you get up close and personal with Britney Spears, Beyoncé and Zac Efron? Madame Tussauds, the world-famous attraction! The attention to detail on these figures is astonishing, so we had to know—who does the hair?! Lucky for us, a team of Schwarzkopf Professionals ASK Experts teamed up with the Madame Tussauds Hollywood Studio Artist Team to update a style for ’90s Pop Princess BRITNEY, and we got the behind-the-scenes scoop!


Products Used


The Creative Process

Madame Tussauds Hollywood is taking it back to the ‘90s with a new pop-up exhibit, and wanted to change the existing Britney figure’s style to what she rocked in 1999’s “Drive Me Crazy” music video. The Schwarzkopf Professional ASK Experts, chosen for their extensive experience working with wigs and extensions, worked with Madame Tussauds to recreate the iconic look. 


ASK Experts Team Members Schwarzkopf Professional National Education Manager J-Travis Walters, Schwarzkopf Professional Educators Laura Velasco and Roger Lopez worked with reference images from Madame Tussauds to brainstorm color formulas and styling techniques. When there’s a game plan set, the ASK Experts Team swatches color formulas and styling practices. Madame Tussauds figures can cost more than $250,000 each, so making sure color formulas are accurate is crucial.


DID YOU KNOW? Each wax figure has hair directly sewn into the figure’s head (this can take 145 HOURS!), then if the style requires more volume, wigs are added.


Schwarzkopf Professional ASK Experts Laura Velasco, J-Travis Walters and Roger Lopez with their Britney Spears figure.


The Perfect Color 

To help create the perfect color formula, the ASK Experts Team and the Madame Tussauds Studio Team utilize the Schwarzkopf Professional “House of Color” App. Since washing the figures and starting over isn’t really an option for the ASK Experts Team, the “House of Color” app lets the team plan the right level and tone during the swatching process. Before the hair is inserted, the ASK Experts are in a salon space swatching multiple formulas to get the perfect shade. “Schwarzkopf Professional is an artist’s dream because of all the ways it can be mixed,” J-Travis explains. “We have the ability to adjust formulas using our color extracts and boosters to find the perfect match.”

Madame Tussauds Studio Artist Julio and ASK Experts Team Member Roger work on the Madonna figure.


The Art of the Style

“When it comes to styling the figures, building the correct foundation for the style is imperative,”  Roger explains. The figures are only washed and styled once a year, with daily touch-ups before the attraction opens. With over 1,000 visitors daily, guests are encouraged to get up-close and personal with the figures for photos. Therefore, the Schwarzkopf Professionals team emphasizes the best products to ensure the styles are accurate and lasting. Below are some of the team’s favorite products for styling figures:



1.  The team shampoos, conditions and applies the BC BONACURE FIBRE FORCE mask to keep the hair strong and ensure lasting color.
2. Use BC BONACURE Moisture Kick during the coloring process and to detangle before styling—the hyaluronic acid replenishes moisture and creates a healthy shine.  
3. Work OSiS+® Tame Wild through the wig for workable texture and lasting shine.
4. Because the wigs are both human hair and synthetic, the team must use thermal tools with caution. “If the hair is burned, there’s no going back,” J-Travis says. Before heat styling, apply OSiS+® Flatliner Heat Protectant Spray as a protectant prior to using tools.



  • When styling wigs and synthetic hair, a heat protectant is a must-have. Laura uses OSiS+® SESSION LABEL® Smooth Strong Hairspray because it protects against heat-styling and has a buildable hold.


  • To give hair a workable texture, Roger styles with the SESSION LABEL® Powder Cloud®. When styling the figures, you need to be able to grip the hair, Roger explains. Roger advises medium tension with your fingers along with buildable products. 


  • When styling the figures for Madame Tussauds, although the figures aren’t going to a dance, they do have to withstand some movement. The styles need to have some movement at the base, Laura explains. A style that is too tight won’t transfer well and also needs to be able to withstand visitors touching it. To create a style with some movement, Laura uses the OSiS+® SESSION LABEL® Texture Hairspray  for buildable texture and volume. 


  • To control flyaways and give styles a healthy shine, J-Travis uses OSiS+® Magic for its light hold without making the hair look greasy. 


  • For the more iconic figures, like THE Marilyn Monroe, the ASK Experts Team suggests the OSiS+® Freeze Strong Hold Hairspray. So even with all the attention, Marilyn’s iconic old-Hollywood waves don’t fall flat. 


ASK Experts Team Member Roger Lopez works on the Taylor Swift figure.


A Creative Collab

At BTC, we love when artists come together, which is why the collab between Schwarzkopf Professional and the Madame Tussauds Studio Artist Team is so cool. As the first professional hair care brand to work with Madame Tussauds Hollywood, J-Travis said he was proud of his team for working together to make sure the figures were the best representations of their real-life inspiration.


Madame Tussauds Studio Artist Team with the Schwarzkopf Professional ASK Experts Team


Slide to see more from the Madame Tussauds Hollywood and Schwarzkopf Professional Partnership!

Laura Velasco works with Madame Tussuads Studio Team member for the Charlize Theron figure.

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