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Smart pros know that the pre-service assessment is probably the most critical element of producing work that make our clients swoon.   But nowadays the diversity of our clients requires a new, creative approach to the traditional consultation. 

“We service such a mix,” says Teri Donnelly, the artistic director for Pravana, a new, Los Angeles-based producer of professional products.  “So I believe we have to approach them from a multi-textural point of view, rather than multi-cultural.  Because at any one time, the person sitting in your chair could be a combination of African, Latino, French, and Swedish!”  Adds Pravana President Steve Goddard, “More than ever, the American melting pot is influencing the evolution of beauty.  So we must approach our clients from a holistic sense.  Texture, facial shape, haircolor and lifestyle are all equally important.”

Donnelly’s new collection, Lucid Dreams, is based on this holistic approach.  In addition to assessing the classic components like those mentioned by Goddard, she also classifies clients into four “buying and style” preference categories—Earth, Air, Fire and Water.  Earth clients like strong cuts, soft color and products that feel clean.  Air clients are conscientious and detail oriented about their looks, their product choices and their grooming regiments.  Fire clients crave drama and the latest trends.  Water clients want romance, softness and shine.
Donnelly’s “Elements” program is integral to Lucid Dreams, and will serve as the foundation for all Pravana education.  She is also putting the finishing touches on a DVD. 

Order one of Teri Donnelly’s videos now!

Credits:
Hair: Teri Donnelly, Richard Lopez
Makeup: Alma Anguiano, Katherine Baek
Fashion styling: Nola Roller
Photography: Michael D. Ambrosia