L’Oréal Professionnel celebrated in San Diego the brand’s artists and best in class education programs with the third annual L’Oréal Professionnel Artistic Foundation.
L’Oréal Professionnel Artistic Foundation is an event inspired by creative artistry seen in fashion, runways, music, street art, and celebrities through a stimulating and hands on presentation titled ‘Eyes Wide Open’. The event celebrates the brand vision of luxury with an edge and reflects back to the heritage and sophistication of the Parisian House of Hairdressing.
“We encourage our Artists to think differently and build our craft by finding inspiration and beauty in the world around us, hence the theme Eyes Wide Open”, says Vice President of L’Oréal Professionnel Education, Suzanne Sturm. “From the thrilling vibrancy of street art to poise and precision of a couture show, there is much to be gained by embracing the culture of our time and keeping our eyes open to all that surrounds us.”
The 3-day event began with the interactive grand opening on the first night where 600 attendees, consisting of artists as well as invited salons and stylists, experienced the energy and emotion of performers, dancers, and models all with show-stopping hair inspired by the art all around us. The following two days consisted of hands-on color, cut and styling classes including a focus on Balayage, a foundation coloring method the brand has prided itself in for numerous years. In between sessions, the Artists received a preview of the coming programs and launches for 2014 including the much-anticipated Hairchalk, a temporary color polish for the hair, launching this month.
Beyond the classes, L’Oréal Professionnel hosted a digital lounge encouraging artists to connect with one another through LPConnect, the brand’s own social network; updating them on the latest videos available on Academy on Demand including the brand’s first set of Balayage videos; and encouraging everyone to share their photos and experiences throughout the event through their own eyes.
L’Oréal Professionnel has begun to establish Foundation as a much-anticipated event each year to be inspired by the latest looks, trends, and techniques that the brand’s artists have to offer. It is a culmination of the best talent under the one L’Oréal Professionnel umbrella to hone their skills, and come together to celebrate their artistry and mission to educate salons and stylists to continue to move this profession forward so that together they can reinvent the most beautiful profession everyday.
“I have never had such an emotional experience filled with love and passion as I did at this year’s Foundation”, says Christina O’Grady, L’Oréal Professionnel Artist. “It felt like a family helping to support and build up one another. I said the same thing to myself at both the beginning and the end of Foundation – I needed this’”.
More information: www.LPUSAPro.com