21 April 2024

Roots Professional Holds First Press Launch

Having launched into the UK market in August with their revolutionary product range, Roots Professional recently held their first official press launch in the heart of Fitzrovia, within UK Ambassador Inanch Emir’s salon, Inanch London.

The event coincided with their appearance at this years British Beauty Week. It was designed to show just how effective Roots Professional products are. It also introduced the newly unveiled Ambassador and Educator to members of the trade and consumer press. This enabled them to get up close and see for themselves the results the products. They also got to ask questions of the Roots Professional experts, Inanch Emir and Krysia West. 

The Roots Journey

Roots Professional Brand Partner Justine Collins took the attendees through the Roots journey. She looked at why and how the brand developed, the science behind it. Justine then introduced Roots Professional UK hair growth ambassador and global hair extension care ambassador, Inanch Emir. The attendees earned more about the entire Roots journey – the consultation, the backwash regime and then the styling. Inanch’s first model was a long-standing extensions lover, which has caused tension on her scalp. This along with an iron deficiency resulted in hair loss and as a result she began using the products to rectify this, now feeling confident enough to wear her hair without extensions.

Next up was Roots Professional UK Educator, Krysia West who talked in more depth about the products range especially the backwash ritual which has many unique points of difference. Krysia’s model had bleached hair with damage from continuous colouring and the overuse of heated appliances. Taking a small group of attendees to the back wash area, Krysia talked in depth about the science behind the brand and demonstrated the vital points within the regime that help stimulate the follicles.

Roots have recently entered into partnership with Manta hair. Their backwash regime now incorporates the Pulse Brush to help stimulate both the scalp.  Krysia explains, “having the soft vibration of the brush working throughout the hair when conducting the backwash ritual is incredible. Not only does it instantly stimulate and help revitalise the follicles, it also cleanses and clarifies the scalp, resulting in a clean base.”

At the end of the session, both Krysia and Inanch shared their personal salon case studies with member of the press, explaining what treatments and products worked for each individual and showing a series of before and after images, providing further evidence that the products are revolutionising the hair world.


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