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HJ REPORTS: THE EVENT
Distributor Sweet Squared hosted their fifth instalment of THE EVENT at The Vox, Birmingham, for a two day celebration of hair, nails and beauty
Leeds-based hair and beauty distributor, Sweet Squared, hosted their fifth instalment of THE EVENT on 21-22 May bringing together hair, nails and beauty in one of the biggest industry celebrations at The Vox in Birmingham.
An opportunity to learn, network, and party all under one roof, THE EVENT started with a bang thanks to Sunday evening’s jaw-dropping runway show which featured live demos and transformations, hosted by KEVIN.MURPHY’s Creative Director, James Nicholson and CND’s Co-Founder Jan Arnold.
Based on disruption in the industry, the show saw models cascade through the most iconic decades of beauty having their hair and nail looks ‘disrupted’ by KEVIN.MURPHY style master Caroline Kells, and nail tech extraordinaire Fee Wallace. The show focused on “learning from the past to embrace success for the future” and featured catwalk performances showcasing hair looks from glam rock and punk rock to grunge and 90s glam.
As the catwalk drew to a close, the celebrations officially began – the drinks were flowing, and the evening kicked off with lots of dancing, live music, and street food.
The show focused on “learning from the past to embrace success for the future” and featured catwalk performances showcasing hair looks from glam rock and punk rock to grunge and 90s glam
Monday 22 May saw a day of education. Business trainer Pete Scott got the day off to an exhilarating start with a motivating keynote speech before guests filtered off into their respective workshops.
Hair guests were certainly spoilt for choice with James Nicholson’s colouring extravaganza ART.LAB, and a workshop focusing on creativity and inclusivity with celebrity stylist Joe Mills. As a day of workshops, demos, hands-on experience, and networking with brand experts came to a close, guests were treated to a final goodbye and left with a THE EVENT goody bag.
Samantha Sweet, Co-Founder of Sweet Squared commented on the success of THE EVENT: “THE EVENT brings likeminded people together that are creative, business savvy, and believe in education. They inspire each other, and guests leave THE EVENT emboldened with new ideas and new ways to do things. It also solidifies the relationship we have with our professionals. THE EVENT is a time to celebrate what they do really well – and we partied really well too!”