2 December 2021

All-American Entertainment & Education.

The first day of The Gathering 2012 Paul Mitchell demonstrated that: Nothing is impossible.

Or better yet: everything is impossible until someone makes it possible. This is the concept behind The Gathering, now taking place in Las Vegas – together with ‘Love, Peace and Happiness’ – and was the message behind the keynote speech by John Paul DeJoria, who opened the 2012 edition on the stage of the Aria Hotel. He illustrated his speech with examples from his own life (from sports to politics) and the success of the brand he co-founded. So, the concept of ‘I’Mpossible’ was just the beginning of the 60-minute show. With captivating rock rhythms – completely composed and produced by Paul Mitchell – with a live band and singer- the show truly thrilled the public. More than 3,500 clients, distributors, managers, and trade press from all over the world gave more than one standing ovation.

The stage was dominated by the energy of Robert Cromeans, the technique of Takashi, and the talent and appeal of Angus Mitchell. In particular, 4 scenes were proposed, each dedicated to a line, to one of the many souls of the Paul Mitchell universe, which flank traditional products and the focus on education (about 16 thousand young people who graduated this year from the brand’s academies!) important charity initiativesbrand promotion through gadgets with a dedicated store at the Aria Hotel, and ‘alternative’ products dedicated to animals: the Pet line and salons for dogs in the USA, a spa at Harrods in the UK, products for grooming horses.

But now back to the show. The first scene was dedicated to the launch of the brand new Curls line, totally dedicated to treating curly hair. The atmosphere evoked the early 1990s, with a carousel centre stage and brilliant Curls coifs. Hair fashion dedicated to the blond trend followed. In this case, contemporary rhythms and super-blond looks, sculpted live by eight Paul Mitchell stylists. The third moment focuses on the Awapuhi line with a triumph of timeless elegance and femininity.

The grand finale was all dedicated to the M Mitch line, only for men. Excitement reached its peak with a live street band and athletic skate and bike choreographies.  Magical moments entrusted to emerging young talents made the “impossible possible” to overcome physical and social handicaps, succeeding in becoming a reference point in a sport of preference. Just as M Mitch is presented in the men’s products market.

The Education moment in the Gathering module was especially captivating. The nearly 3,500 hairdressers present in Las Vegas, at the end of the show (set to continue tomorrow) filled 17 different classes: eleven dedicated to creativity (cut, colour…) and six dedicated to business (from management to the web, from design to social networks). Classes last two hours each and rotate with audiences of 120 youths: there is a trainer for every twenty students and the head trainer on stage to urge them on. And all the students work contemporaneously on hundreds and hundreds of mannequins. A format that should be used more often, as it is used as a winning formula in American universities even in the hair sector.

So there was no time today to loiter at gambling tables and slot machines. Because after the show and education sessions, the gala and party with the Hollywood theme dominated the evening with stars and extravagance… And The Gathering 2012 will continue tomorrow, the last day…. 

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