Event Recap: Elevated Essentials with Schwarzkopf Professional

racy Morin

On November 2, the Schwarzkopf Essential Looks event kicked off at the Hilton Downtown Miami with a runway presentation book-ended by decadent bites and libations for roughly 500 attendees from the States, Canada and Europe. After the Welcome Cocktail Event, complete with “selfie stations” galore for maximum social media action, the runway show hosted three top artists discussing their looks for Fall/Winter: Boho Curl, Undone Glamour and Metal Chic, created by designers Kathy Simon, Rossa Jurenas and Damien Carney, respectively. Each look was introduced with high-energy dancers, then presented on three models, envisioned for the catwalk, and for the average client on both long and short hair. Attendees also enjoyed special treats, like Kim Vo's trio of blondes (showcasing the Blond Me collection) and a Twitter takeover by Guy Tang, then celebrated till the wee hours with a glam after-party.

the next day, attendees were all about education as a full day of seminars tackled everything from technical know-how to sharpening business savvy. First, a breakdown of the Essential Looks, with the previous night's models accompanied by new takes completed on stage by Simon, Jurenas and Carney, plus guest Schwarzkopf artists. Afterward, Antony Whitaker took the stage to announce his new ASK Business education series launching for 2015, while Kim Vo offered his Wild About Blonds presentation and opened up the floor for audience questions.

“We have so many passionate fans throughout North America and Europe, but the product is secondary,” said George Broder, North America general manager, at the event's opening. “We want to inspire you.” Mission accomplished!

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