Aveda pure image awards 2010 winners

Celebrity hang-out Movida nightclub in London was the perfect venue for the Pure Image Awards 2010. Now in their third year, the awards have doubled in size and this year received a record 140 entries across the five categories.

They were whittled down to 20 competition finalists, who presented their models to the judges and an audience of colleagues and industry professionals.

And the winners were:

Assistant 2010

Jessica Stuart, Nicholas Graham Salon, Bangor

Jessica Stuart from Nicolas Graham Salon in Bangor won this category with her vintage look, recreating the hair, make-up and fashion from the 1920s. Hair was vibrant copper red and styled using finger waving and pin curls; make-up was smoky grey eyes and red-brown cupid's bow lips; and fashion as nudge blouse and trousers - adding up to the image of an independent woman from the 1920s.

Newcomer 2010

Sarah Chambers, Nicholas Graham Salon, Bangor

The Nicholas Graham Salon won its second accolade of the evening with Sarah Chambers' blonde femme fatale. Working with the texture of the model's naturally curly hair, Sarah created what she calls "a prim, almost futuristic beehive" inspired by the Prada and Dior runways. Soft, muted tones of creamy blonde, soft copper and golden honey gave the natural colour added tone, while dramatic make-up and a sheer black dress and stockings with nude heels completed the look.

Men's Total Image 2010

Lisa Wallmark, Mowgli Lifestyle Salon and Spa, St John's Wood, London

A finger-wave finish also secured victory in the men's award for Lisa Wallmark at Mowgli in north London. She used classic barbering techniques on the back and sides, with a horse-shoe section on top, to create a contemporary undercut effect. Lisa used a gloss to enhance the warmth of the model's hair, and gel to help create the finger waves.

Avant Garde

Noemie, Fresh Salon, Islington, London

Noemie from Fresh in Islington won the Avant Garde category for her striking hair and make-up inspired by the female shaman (said to be an intermediary between the human and spirit worlds). She used hair extensions backcombed with fingers, and a mask to help create the pointed fringe - complemented by tribal make-up and eyelashes with feathers.

Ladies Cut and Colour 2010 

Ella Hawkey, Robin James Salon, Bristol

A versatile, teardrop-shaped fringe and a striking scarlet and copper colour palette helped Ella Hawkey from Robin James in Bristol scoop the ladies award.

The haircut had steep graduation through the nape, with length through the top. The colour placement helped make a focal point of the fringe, which can be worn either side. Cherry bud lips accentuated the warmth in the hair, and complemented elements of fur, metal and strong form in the clothes.