got2b Makin' Waves at New York Fashion Week

The styling brand is rockin' it as the official hair sponsor of Z Spoke Zac Posen

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Feb 11, 2011, 12:07 ET

NEW YORK, February 11, 2011 /PRNewswire/ -- New York Fashion Week represents the pinnacle of both the fashion and beauty industries, so it's no surprise that hair cult favorite got2b is center stage. For the ultra-anticipated presentation of the Z Spoke Zac Posen Fall/Winter 2011 Collection, celebrity stylist, Larry Sims, styled the models' hair using got2b rockin' it encore fresh dry shampoo, got2b rockin' it encore hold hairspray and got2b rockin' it encore hold gel.

(Photo: http://photos.prnewswire.com/prnh/20110211/NY46800 )

For the hip line, hair anything less than extraordinary simply wouldn't make the Fashion Week cut. Famed fashion designer Zac Posen trusted got2b and Larry Sims, to turn up the volume and rock out the hair styles for his Z Spoke Zac Posen presentation. "We created an easy flowing wave that is as cool as her effortless style," says Zac, "Beauty and fashion should never be complicated; the versatility of a woman's hair product should take her from day to evening, without compromising her style."

Larry locked in feminine, defined waves that had natural movement with modern long-lasting hold thanks to got2b rockin' it encore hold hairspray. The got2b rockin' it line features "4ever stylestay" micro-amplification polymer technology that help give hair amazingly enduring "no helmet-head" hold that feels weightless and flexible.

To give the hair a fresh foundation, Larry started by spraying models' roots with got2b rockin' it encore fresh dry shampoo. "I love the new got2b rockin' it encore fresh dry shampoo because it's light, clean and doesn't leave a filmy residue on the hair. Plus, it's great for fashion week because it absorbs oil from the models' hair as they run from show to show," says Larry.

After parting hair down the center with a rat tail comb, Larry used a large barrel curling iron to create loose waves. "Curl hair from mid-strand down to achieve a naturally effortless wave. Brush through for organic, less-structured curls," says Larry.

For a textured finish, Larry emulsified a dime-sized amount of got2b rockin' it encore hold gel in the palm of his hands and distributed to the ends of the hair. "This is a modern, non-traditional way to break-up your style and add a unique texture to your look," says Larry.

Z Spoke Zac Posen brims with fun patterns and futuristic yet flirty shapes for clothes that are perfect for every gal's inner rock star. Z Spoke Zac Posen is Zac Posen's diffusion line and, like got2b, proves being budget-friendly doesn't mean you have to sacrifice style savvy. Celebrity fans of Z Spoke Zac Posen mark the crème de la creme of young Hollywood and include Rachel Bilson, Emma Roberts and Olivia Munn.

The rockin' Z Spoke Zac Posen fashions -- and Larry's got2b-powered hairstyles -- debuted on February 10, 2011.

ABOUT got2b

Schwarzkopf & Henkel, a division of Henkel, has been committed to making people's lives easier, better and more beautiful for more than 130 years. A Fortune Global 500 and Germany's most admired company according to a recent Fortune survey, Henkel offers strong brands and technologies in three areas of competence: Home Care, Personal Care and Adhesive Technologies. Each day, more than 52,000 employees in 125 countries are dedicated to fulfilling Henkel's claim "A Brand like a Friend." In fiscal 2008, Henkel generated sales of 14,131 million euros and adjusted operating profit of 1,460 million euros.

SOURCE got2b