In The Reset, we help lift the veil on the beauty industry, exposing a fear-based resistance to innovation, resentment of the new generation, a broken and segmented system of licensing and education, and deeply embedded and historically unchallenged ideals of what is “right” and what is “wrong.” Teaming up with Howard McLaren, we traveled across the United States interviewing stylists, students, schools, salon owners, drop outs and entrepreneurs. Over the course of this 18-month journey, we discovered incredible passion, pioneers who have adapted to a rapidly changing landscape, and an unbelievable amount of hope for what is possible with a shift in perspective.
Featuring interviews with industry titans John Paul DeJoria (Paul Mitchell, Patron Spirits), Bruno and Zak Mascolo (Toni and Guy), and Eden Sassoon (daughter of Vidal); industry innovators Franck Izquierdo (IGK), David Thurston (The Butterfly Circus), and Katie Lyn Christoffersen(Cheeky Strut); and up-and-comers like stylists Dylan Chavles and Lauryn Tullio. Entrepreneurs like Bruce Pavitt, co-founder of Subpop Records, and Wade Weigel, co-founder of the Ace Hotels and Rudy’s Barbershop, draw insightful and relevant parallels to other artist and ego-driven industries that found themselves gradually, then suddenly, disrupted. Sociologist and documentary filmmaker Dr. Gilda Sheppard discusses the restrictive power of fear—and the incredible potential for both happiness and innovation when it is overcome.
The Reset takes you on a raw and personal journey as Howard asks hard questions and follows the unexpected answers. Be prepared to reset your perspective.
Starting in October 2014, we began filming a series of interviews that became the basis of “The Reset”. Luxury Brand Partners (LBP), the parent company behind “artist-driven” hair/beauty brands like R+Co and Oribe, commissioned this film. It started our team on a journey that led deeper and deeper into the contrasting viewpoints, various personalities, and depths of a fragmented industry. Working in close collaboration with LBP and Howard McLaren (founder of R+Co) we set out to present some of the greatest challenges facing hairdressers, salon owners, and beauty school students. And ultimately, we attempt to plant the seeds for a new vision, new possibilities that could come from a massive shift in the collective thinking of the hair industry.