11 December 2023

Viva the Curls Challenge from Las Vegas !

The Gathering 2012, the “mane” event organized by Paul Mitchell is getting started in Las Vegas 

This is the ultimate Paul Mitchell event. The one that hairdressers all over the world wait for every year, combining shows and training  (with 17 different cut &color, management, salon design, business, classes starting today). But mostly, this is an international showcase for new brand initiatives. Everything should kick off today with a show featuring Robert Cromeans and Angus Mitchell on stage. But yesterday afternoon, in the Aria Hotel Convention Centre, venue for the three-day event, the press was presented with an important scoop.
John Paul DeJoria, co-founder, Angus Mitchell, co-owner and Artistic Director of Education, Robert Cromeans, Artistic Director, and Stephanie Kocielski announced the launch of the brand new Curls line, totally dedicated to treating curling hair. After years of sleek styles, smoothing treatments and flat-ironed hair, now this USA leader is launching a bold alternative. This complete line of products (detangling, frizz-fighting, defining, smoothing) promises easy use and will be suitable for to a wide range of ethnic hair: in fact, more than 60% of people in the world have curly hair. The product is expected to be distributed in all the strategic areas of this brand name by January 2013.

Four pieces, four easy packs, and a texture – above all Twirl Around – with its absolutely hypnotic and innovative spiral form. The careful preparation of this product in every detail reflects the signature quality of Kristin Firrell, Paul Mitchell Vice President.

For this launch, Paul Mitchell is focusing on all its web power. Everything for Curls is highly interactive, with posts on social networks (Twitter, Facebook, and Instagram) and even the “Confess yours” initiative on paulmitchell.com/curls, which everyone is encouraged to log onto ASAP. In fact, when it comes to the launch, the brand truly outdid itself for online communications and promotion. And the mission has been accomplished. Thanks to the Curls go viral initiative, more than 50 million impressions have already been posted, with more than 1 million posts on social media during the press campaign. More than 75 top bloggers and opinion leaders have already talked about it, with nearly 2.5 million Facebook fans and 125 thousand “Likes” on the Paul Mitchell web page.

In the meantime, while waiting for market and consumer feedback, everyone is eagerly awaiting today’s show. The EsteticaNetwork team is in Las Vegas following The Gathering 2012. Stay tuned for more images and comments!


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