How Social Media Turned Hollywood’s Beauty Prep into Marketing Gold – The Business of Fashion


LOS ANGELES, United States — After almost 25 years on the awards season circuit, the red carpet hair master Adir Abergel has perfected his process. On the morning of the Golden Globes on January 8, he woke up early and meditated before going over the day’s schedule with his assistants. He had already pulled together extensive reference images for his clients Jessica Biel and Reese Witherspoon, and prepped some meals to-go before heading out.

“The most stressful part of it is the LA traffic,” he said. “I’m calm throughout the day. I’m able to take the behind-the-scenes imagery — all of that stuff is very seamless for me.” Even before his Golden Globes appointments began, Abergel shared an image of his kit for the day on social media: products from new haircare line Virtue Labs and a hair dryer from Dyson Hair. “If I were you, I would run out and grab these…



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