1 mins
HJ REPORTS: Moroccanoil Elite Showcase
From the latest colour trends to editorial looks, the Moroccanoil Elite Showcase allowed the brand to platform its latest creative collections and product launches
The Grove in Hertfordshire was the stunning backdrop for this inspirational 24 hours, as guests were welcomed to the event by George Spears, CEO of Joy Ltd before being treated to insights from industry expert, Emil McMahon. “Retail is not dying as we are still washing, conditioning and styling our hair – but it is changing. We have to be confident in our consultation and aware of how we speak to the different generations, as each is influenced in a distinct way. In-salon incentives are essential for all cohorts, but understanding the differences is imperative as they have a specific way of engaging with brands.”
The creative team followed with Global Ambassador, Gareth Williams sharing his learnings on using social media. Gareth gave advice and ideas on how to elevate your profile whilst at the same time showcasing the balayage techniques he has become synonymous with.
In Trending Inspired, Director of Education for Moroccanoil in France, Michel Baltazar demonstrated the cuts and colours from the brand's new collection.
Adaptable to suit all clients, the team revealed its Peach Fuzz pantone transformation as well as Moonlight, a beautiful grey violet.
US-based Vice President of Artistry, Kevin Hughes, delivered step-by-step demonstrations on the campaign looks he created and shared his on set tips: “On set you have to do it right the first time as you don’t have time to go back, so getting your foundation right is critical.” From applying product to the roots through to anchor braids and the overlaying of product, accuracy and speed were the key takeaways from this session.
The Glasshouse was the setting for dinner with models showcasing beautifully polished looks whilst guests were given the chance to catch up and relax.
The centre piece for the second day was an argan tree beautifully decorated with the new Moroccanoil Treatment Purple. HJ's Jayne LewisOrr joined Gareth, Kevin, Michel and Emil for a panel discussion that covered a wide range of industry topics. Guests were then given the opportunity to use The Grove facilities and enjoy the new products they had been gifted.