Kevin Murphy FAST. FORWARD 2022

HJ spent a sunny weekend in Berlin for a trip to the future - this is what you missed at Kevin Murphy FAST. FORWARD

After a four-year wait, FAST.FORWARD made an immense return. Adopting Arena Berlin as its base, the event featured disruptive new trends and consumer insights, allowing the audience to experience a glimpse of what the future of hair looks like.

The first day delved into the future of beauty, retail and sustainability with consumer insight and trend forecasting specialists, The Future Laboratory, plus a panel of global tastemakers. Christopher Sanderson, co-founder of The Future Lab, covered every base from the acceleration of previously fringed technologies such as The Metaverse, the new ‘normal’ in a post-covid world, and the idea of beauty businesses mutating into health and wellness businesses.

“Haircare brands have been ceaselessly innovating to keep up with these shifting consumer values,” says Christopher. “We started seeing clients wanting to do things better at home, and we need to understand how the growth of home technologies and this homebody consumer is good for us, and find ways to partner up with this mentality.”

HJ got to peek behind the scenes whilst the KM Global Show Team readied their models, before sitting down for some face-time with the man himself. When asked for his best technique for creating long-lasting client connections, Kevin said, “The key is to care about your clients, be sensitive to how they feel and put yourself in their shoes.”

“The key is to care about your clients, be sensitive to how they feel and put yourself in their shoes"

That evening, over 2,000 guests from 35 countries were treated to an inspirational display of creativity, high energy and incredible artistry, elevated further with explosive music and charismatic host Pam Ann. Live hair demonstrations by Kevin and the KM Global Show Team on stage kept guests engaged throughout the evening. “Our hair styling drew influences from iconic editorials, the 22/23 runways and international street styles with a strong 60’s X Punk interpretation,” explains Kevin.

“As well as our latest colour innovation, COLOR. ME GLOSS.”

The final day unpacked how 21st-century consumer mindsets are shaping the needs of current and future consumers. “After a turbulent few years, individuals, consumers and society are starting to ask questions about the world around us. We’re re-evaluating what consumerism actually means,” explained Christopher. “We turn to brands to help us rebalance, buying specific products that calm us down, reunite us with optimism and a new set of values.”

As we transition into a climate of both uncertainty and optimism, your ability to cater to not just your loyal client today, but to your future consumer is key.