Premiere Show Group has unveiled the new creative campaign behind its Premiere 2027 Show Tour, aiming to encourage beauty professionals to reconnect with what first inspired them to enter the industry.
The IN FOCUS campaign, developed in collaboration with award-winning Ashlee Norman Hair & Team, invites beauty pros to quiet the distractions and self-doubt of a fast-moving industry to focus on their development and artistry.
Through editorial-inspired imagery playing on the contrast between focus and blur, the campaign aims to reflect the power of clarity, intention, and creative expression.
The campaign’s visual is intentionally aspirational yet accessible, making it achievable for artists at every stage of their career.
Four Shows, Four Identities
While IN FOCUS unifies the campaign, each Premiere show carries its own visual and messaging identity, anchored by a signature color and style:
- Premiere Anaheim — Your Future, In Focus (Anaheim Teal)
- Premiere Orlando — Your Passion, In Focus (Orlando Red)
- Premiere San Antonio — Your Artistry, In Focus (San Antonio Orange)
- Premiere Columbus — Your Career, In Focus (Columbus Blue)
The Artist Behind the Lens
A globally recognized hairstylist, educator, and influencer, Ashlee Norman is known for her innovative approach to dimensional color and modern haircuts, and brings over two decades of experience behind the chair to the project.
For IN FOCUS, Premiere Shows set the vision for how each show would be represented and the messaging behind the 2027 tour.
Ashlee and her team brought that vision to life, executing the final looks and photo shoot with signature artistry and creativity.
CREDITS //
Producer // Ashlee Norman Hair & Team
Hair & Creative Director // Ashlee Norman (@ashleenormanhair)
Hair Collaborators //
JuanCarlos Zazueta (@hair.juancarlos)
Mio Lopez (@miolooks)
Christine Carver (@lightenuptheworld)
Jennifer Bressler (@jenniferdoesmycurls)
Genia Church (@geniachurch)
Makeup // Jennifer Bressler (@jenniferdoesmycurls)
Nails //Ava Carver (@nailedbyavalon)
Wardrobe // Christine Carver (@lightenuptheworld)
Technical Direction // Genia Church (@geniachurch)
Photography // Ivanna Osipovich (@ivannaos)
Videography // Ivanna Osipovich (@ivannaos) and JuanCarlos Zazueta (@hair.juancarlos)