{"id":13038,"date":"2018-05-19T10:33:53","date_gmt":"2018-05-19T17:33:53","guid":{"rendered":"https:\/\/dailyovation.com\/?p=13038"},"modified":"2018-05-19T10:33:53","modified_gmt":"2018-05-19T17:33:53","slug":"baxter-california-explores-life-lived-true","status":"publish","type":"post","link":"https:\/\/dailyovation.com\/2018\/05\/19\/baxter-california-explores-life-lived-true\/","title":{"rendered":"Baxter of California Further Explores a Life Lived True"},"content":{"rendered":"
\"Baxter
Baxter of California Logo (PRNewsfoto\/Baxter of California)<\/figcaption><\/figure>\n

Los Angeles<\/span>\u00a0is more than sunshine, palm trees, and the\u00a0Hollywood<\/span>\u00a0hills; it’s a state of mind that extends beyond geography, anchored to its trailblazer origins. It’s a city with a zeitgeist that inspires its residents to embrace what makes them authentic individuals while giving them the freedom to pursue dreams on their own terms creating a thriving culture.<\/p>\n

Home to\u00a0Baxter<\/span>\u00a0of\u00a0California<\/span><\/a>\u00a0since 1965,\u00a0Los Angeles<\/span>\u00a0is an example that identity is prescribed or limited by categories of race, religion or gender. It isn’t about who or how to be\u2014it’s about following your own internal compass and embracing a “Life Lived True.”<\/p>\n

Through the continuation of its “Life Lived True” campaign that\u00a0launched last year,\u00a0Baxter<\/span>\u00a0of\u00a0California\u00a0<\/span>is now delving even deeper into its exploration of modern masculinity\u2014one that is inclusive of all expressions of masculinity.<\/p>\n

Next up, the brand turns its lens towards what defines, inspires and motivates a cross section of the unique subcultures that together create the ethos of LA: skate, surf, art, music and indie.<\/p>\n

“Our vision of a life lived true continues to be about the lifestyles of the people by which\u00a0Baxter<\/span>\u00a0of\u00a0California’s<\/span><\/a>\u00a0brand\u2014and products\u2014have been inspired. To us, grooming is much more than personal care\u2014it’s about embracing your own imperfections and feeling empowered to make your own unique mark in the world,” says\u00a0Baxter<\/span>\u00a0of\u00a0California’s<\/span><\/a>\u00a0Global General Manager,\u00a0Yann Joffredo<\/span>. “We are all about connecting with individuals by telling powerful, authentic stories that are relatable and attainable to our consumers. How do we do that? By going back to our LA roots. Perfection is no longer the key to beauty in this industry\u2014it’s about authenticity, celebrating individuality, and embracing different lifestyles.”<\/em><\/p><\/blockquote>\n

STAY UP TO DATE ON THE\u00a0LATEST LIFESTYLE ARTICLES HERE<\/a><\/h3>\n

Through a series of portraits and videos shot around the city, from iconic local spot Jimmy’s Burgers to infamous Sunset Boulevard to revitalized Downtown LA, this year’s exploration of “Life Lived True” shines a light on the aesthetics of these ambitious subcultures through five of the city’s real-life creatives.<\/p>\n

With the expertise of 16-year barbering veteran, and industry-innovator, Julius “Julius Caesar” Arriola\u00a0(@juliuscaesar<\/a>) highlighting each subject’s style,\u00a0Baxter<\/span>\u00a0of\u00a0California’s<\/span><\/a>\u00a0core belief that grooming is an act of self-expression.<\/p>\n

“I took the time to really try to understand the subcultures that\u00a0Baxter<\/span>\u00a0of\u00a0California’s<\/span><\/a>\u00a0‘Life Lived True’ campaign is representing,” Julius explains. “With these looks, I made sure not to alter the individuals away from their genuine ‘anything and everything goes’ lifestyles, but instead to bring their strong, unique features to the forefront. Nothing is worse than style that reads off forced\u2014you can see the discomfort in it all. How one chooses to present themselves to the world through grooming is a prominent expression of freedom and life lived true.”<\/em><\/p>\n

“For\u00a0Baxter<\/span>\u00a0of\u00a0California<\/span><\/a>, it was essential that we illustrate how each individual is living the truest version of his or her distinct life, while at the same time being drawn into the community of their larger subculture,” says\u00a0Yasmin Dastmalchi<\/span>,\u00a0Baxter<\/span>\u00a0of\u00a0California’s<\/span><\/a>\u00a0Global Head of Marketing. “Thanks to Julius’ expertise, passion and approach to grooming, this campaign is truly representative of\u00a0Baxter<\/span>\u00a0of\u00a0California’s<\/span><\/a>\u00a0belief that modern masculinity should be non-binary, gender agnostic and blind to race and religion. Both he and our company believe that creative expression must always be free from stereotypes and judgement\u2014Los Angeles isn’t about putting people in a box, it’s about tearing down walls.”<\/em><\/p><\/blockquote>\n

Baxter<\/span>\u00a0of\u00a0California<\/span>\u00a0will continue exploring the campaign sub-communities of\u00a0Los Angeles<\/span>\u00a0through a series of pop-ups beginning\u00a0June 2018<\/span>\u00a0<\/b>featuring complimentary barbering and skincare services. To learn about local events:\u00a0www.baxterofcalifornia.com\/email<\/a>\u00a0and follow @baxterofca.<\/p>\n

SOURCE\u00a0Baxter<\/span>\u00a0of\u00a0California<\/span><\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Los Angeles\u00a0is more than sunshine, palm trees, and the\u00a0Hollywood\u00a0hills; it’s a state of mind that extends beyond geography, anchored to its trailblazer origins. It’s a city with a zeitgeist that inspires its residents to embrace what makes them authentic individuals while giving them the freedom to pursue dreams on their own terms creating a thriving […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,8],"tags":[6997,6996,2496,6998,676],"class_list":{"0":"post-13038","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-do","7":"category-lifestyle","8":"tag-baxtar","9":"tag-baxter-of-california","10":"tag-featured","11":"tag-life-lived-true","12":"tag-los-angeles"},"yoast_head":"\nBaxter of California Further Explores a Life Lived True<\/title>\n<meta name=\"description\" content=\"Baxter of California Further Explores a Life Lived True\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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