HJ REPORTS: REVLON PROFESSIONAL FRONT ROW SUMMIT RETURNS

The perfect mix of creative, business and networking made the second Revlon Professional Front Row Summit an event not to be missed in the beautiful city of Palma, Majorca

Revlon Professional Front Row Summit Finale

With 1500+ hairdressers in attendance from 36 countries, the UK contingent at the Front Row Summit included 150 salon owners, stylists and award-winning creative teams who were set to inspire the global audience.

Revlon Professional’s UK and Ireland General Manager, Matt Horder with Charbel Katra, GM Northern Europe

The trend forecasting interpretations of Robert Masciave, Emmanuel Esteban and Rafael Bueno brought to life a 2024 vision that took into consideration the change in consumer behaviour, together with fashion, beauty and hair trend predictions. Styles included textured hair that was left effortlessly undone, colours that ranged from expressive bright to muted pastels and looks from sculptured braids through to statement fringes. Sharing the stage, Mario Aragon, Senior Vice President of Revlon Professional and Miquel Garcia, the brand’s Global Executive Creative Vice President, expressed the importance of wellbeing and reaffirmed Revlon Professional’s commitment to the industry by reinforcing the importance of the customer journey with differentiated salon services, and a major focus on technical colour services and products that value and highlight the importance of professional expertise. Creating a sense of community and offering always-on content, the brand is focused on elevating the sector and helping its partner salons develop their own brand to respond to the needs of today’s consumer.

Emy Roccabella & Danilo Giangreco

The first guest speaker of the day was the UK’s Not Another Salon founder, Sophia Hilton who picked up the brand theme. “We pull people in with emotion as no-one buys in facts, so does your salon frontage tell consumers who you are and what you do?” she asked the audience. “Be distinct and tell a story – but the same story again and again, as reputation is not built on greatness but on trust from the bricks of integrity. Your brand is what other people say about you when you are not in the room.”

Transformational leader, Eva Ziegler then took the audience through customer journey mapping to drive consistent business growth. “Stop guessing and start knowing your customer more deeply as experience is everything and today, the minimum expectation is seamless, fast and memorable,” she said. “You must up your game to reconnect with your customers, putting them at the centre of everything you do, offering the very best experience and have a customer map that you and the entire team can continually refer to.” She concluded: “employee happiness equals customer happiness.”

Steven Smart

The business session was brought to a close by President of Revlon Professional, Charles Waters who discussed the hairdressing sector in a post-pandemic world. “The key to the salon industry is to keep on learning and improving, and for us as a manufacturer to work with you in our support and actions,” he told the audience.

The International Hairdressing Awards were also celebrated and Anthony Mascolo, Cos Sakkas, the Mark Leeson Art Team and Sophia Hilton were all winners on the night which included fantastic creative shows from Revlon Professional’s ambassador Steven Smart and Mark Leeson. “We had an incredible time creating our new collection Sci-Tex, which fused architectural design, texture and graphic shapes which merged elements of next season’s trends. It was an honour to be asked to represent Revlon Professional UK and to be part of the catwalk show. It was a fantastic weekend,” said Mark Leeson.

One of the beautiful looks created by the Mark Leeson Artistic Team

General Manager UK & Ireland, Matt Horder said: “Being able to take our UK customers to an event on this scale enables us to share the brand’s global vision and at the same time reinforce the sense of community that we are bringing to the UK and Ireland. Creating an environment where salons can share ideas and find solutions to issues reinforces this, and it was great to see the group making new connections.”

It was 48 hours filled with business initiatives and creative inspiration, networking dinners and excellent DJs, that left guests looking forward to 2024 and beyond.