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Spray July 2016

SPRAYTechnology & Marketing Commentary Ava Caridad, Editorial Director Ratted, teased, sprayed and shellacked All hail the mighty Beehive As we go to press with our annual Hair Care issue, Heldt 6 Spray July 2016 Cynthia Hundley Publisher chundley@spraytm.com Ava Caridad Editorial Director acaridad@spraytm.com Christen Harm Assistant Editor charm@spraytm.com Montfort A. Johnsen Technical Editor montyjohnsen@att.net Susan Carver Vice President, Administration scarver@spraytm.com Doug Bacile National Sales Manager dbacile@spraytm.com Donald Farrell Production production@spraytm.com Joy Cunningham Reader Service Coordinator readerservice@spraytm.com Circulation circulation@spraytm.com Member: CAPCO Volume 26, No. 7 July, 2016 Industry Publications, Inc. All rights reserved. No part may be reprinted without written permission from the Publisher. Spray Technology & Marketing (ISSN No.1055-2340) is published monthly by Industry Publications, Inc. Correspondence for editorial, advertising and circulation to: 3621 Hill Road, Parsippany, NJ 07054 Phone: 973-331-9545 • Fax: 973-331-9547 Subscription inquiries: circulation@spraytm.com Internet: spraytm.com, twitter.com/SprayTechnology Periodical postage paid at Parsippany, NJ and at additional mailing office. POSTMASTER: Send address changes to Spray Technology & Marketing, 3621 Hill Road, Parsippany, NJ 07054. Subscription rates: U.S. 1-year $50.00; Canada & Mexico 1-year $60.00. Airmail Rates to foreign countries: $130.00/yr. Single copies of current issues: $12.00. Directory Issue (Buyers Guide) $27.00 (includes shipping). Missing issues: Claims for missing issues must be made within three months of the date of the issue. Printed in the U.S.A. Industry Publications, Inc. also publishes Indoor Comfort Marketing The opinions expressed in this publication are not intended to be, nor should they be interpreted as, a replacement for professional, legal advice. The very first Beehive hair style, as it appeared in the Feb. 1960 issue of Modern Beauty Shop Magazine Editorial Director we think it only fitting to laud Margaret Vinci Heldt, the creator of the infamous and enduring Beehive hairdo, who passed away on June 10 in Elmwood, IL at age 98. The Beehive—that tall, conical woman’s hairstyle— became a cultural phenomenon during the 1960s and has evolved into a style still popular today. It was created when Modern Beauty Shop magazine (now Modern Salon) approached Chicago-born Heldt and asked her to develop something fresh and exciting. Heldt said the inspiration for the hairstyle came from a little black velvet hat, shaped like a small bump and lined inside with red lace. Heldt went downstairs to her family room one night while her family was sleeping. She put on music and started working with the hair on a mannequin head. “It was an instant hit,” Heldt said in a 2011 interview with the Toronto Star. “It made women feel taller and more elegant, refined and glamorous.” The Modern Beauty Shop article described the hairdo as a “tall wrap-around crown, creating a circular silhouette with high-rise accents.” Over the years, it’s been worn by cultural icons such as Audrey Hepburn, Brigitte Bardot and Marge Simpson, as well as musicians and singers Amy Winehouse, Adele, Beyoncé, the B-52s, the Ronettes and Barbra Streisand. “I had no idea back then it would still be around,” Heldt remarked to the Chicago Sun-Times in 1991. “This is so much fun.” She also told them in 2002, “I don’t know how we could have done it without hairspray.” Heldt was known around the world for her creation, said a protégée, Mario Tricoci, founder of Mario Tricoci hair salons and Mario Tricoci University. “Not only was she a Chicago icon,” Tricoci was quoted as saying, “she’s certainly had a large influence on young hairdressers since 1956. She was a master hairdresser at the Midwest Beauty Show…lending her knowledge to anyone that wanted to be inspired.” A 1938 graduate of Columbia Beauty School, she won the National Coiffure Championship in 1954 as well as many styling contests in Europe. She established Margaret Vinci Coiffures in Chicago, operating it in the 1950s and 1960s. Heldt earned accolades even during her retirement, when the Cosmetologists Chicago trade association named a scholarship in her honor for creativity in hairdressing. So here’s to you, Margaret Vinci Heldt. Without your vision, hair fashion in the 1960s and beyond wouldn’t have been nearly so exciting. “I have love in my heart for hairdressers,” she proclaimed in 2002. “I was privileged to give something to our profession that became a classic.”


Spray July 2016
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