This year is all about the #glowup of traditional education! Long gone are the after hours in a dark salon huddled around a stylist and a pair of shears! Schwarzkopf Professional is pushing the envelop with a twist on education and product launches to bring you #morevibrance.
Schwarzkopf Professional and its team of educators have partnered with Kut Haus for the anxiously anticipated launch of Schwarzkopf’s very first demi-permanent color portfolio, IGORA Vibrance. Hosted by the always entertaining Victor Valverde, owner of Kut Haus Salon, and blonding pro Lisa Hart-Walker, this event pulled out all the stops! From prize giveaways, to chocolate fountains, it’s hard to beat a Victor Valverde party! His jokes, the photo opps, and of course, the swag! This evening of education was absolutely worth its weight in the swag bag! Bursting at the seems of the zippered canvas tote boldly reading MY RIDE OR DYE, the swag bag included 4 new IGORA Vibrance tones and developers, BlondMe lightener, and a few other goodies for every attendee. After all, the way to a stylists heart, is through her swag bag.
In a first of its kind event at the remarkable Henkel Academy of Hair in Los Angeles, top industry influencers like blonding maven @maggieMH, Insta-Influencer @BeScene, Kut Haus’s own Jen Malone @jmalonehair, and stealing the spotlight with his raw talent and attitude was Isaac Roberts @isaac4mayor, owner of Radar Salon in San Diego, all assembled to showcase their favorite applications, uses and formulas from the new Vibrance collection.
Launching in North America for its debut, IGORA Vibrance aims to diversify the Schwarzkopf Professional brand with its finger on the pulse of this digital generation of colorists. “Our partnership with Kut Haus and with these stellar influencers has allowed us to extend our reach, dive into different hair textures, and revolutionize how we educate! These salon stylists are rockstars and they are doing amazing work with Vibrance! Let’s give them a platform!” boasts Jenna Siddiqi, Schwarzkopf’s North American PR and Influencer Coordinator.
Sonya Latreille, Director of Social Media and Public Relations for Schwarzkopf Professional, explains how advancement of this long-awaited demi color launches at a crucial time for the beauty industry, “For a big ship like the Titanic to turn takes a long time! It’s a lot of planning so this was a very strategic move for Schwarzkopf.”
Being virtually non-existent in the demi color space until now, it’s exciting to have industry heavy-hitters sharing their passion and pro tips about #morevibrance. “Finally a demi line with some integrity! It does what it says and stays true to tone!”, says @isaac4mayor as he creates bold and daring looks on his models with bright tones and eye-catching placement while @maggieMH and @jmalonehair shared their go-to formulas for toning with Vibrance to get gorgeous salon-friendly looks that stylists can use behind the chair. Schwarzkopf Professional’s own @bescene expanded on the versatility of Vibrance as it boasts cream and gel developers for better saturation and more control while using the new line for his signature shadow root looks and base-bumps.
Bringing together salon stylists, industry educators and social media influencers, Schwarzkopf Professional is blazing into this new demi dimension with more vigor and #morevibrance.
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By Julz Coda & Liz Diaz @BeyondBeautySchool