events,
L’Oréal Professionnel finale of IT LOOKS 2017
L’Oréal Professionnel,
the Parisian house of hairdressing, hosted the grand finale of global IT LOOKS
for 2017 in Karachi on 24th April 2017 in collaboration with
International Technical Consultant Tarek Rizk. The tailor made hair colors for
the Spring Summer shows were Copper Foilyage and Nude Beige. Last year’s
incredibly popular IT Girl and recently announced Local Spokeperson for L’Oréal
Professionnel Hareem Farooq walked the show sporting the Copper Foilyage along
with model Rehmat Ajmal who was seen sporting the Nude
Biege as the second IT Girl.
Featuring the hair looks for Spring/Summer,
the idea was to inspire salons to learn the high fashion, edgy and
inspirational IT LOOKS for 2017. The event was held in Marriott, Karachi.
The event was opened by Emaan Ahmad Brand
Manager L’Oreal Professionnel Hair Color and Tanzila Hashwani, Education
Manager at L’Oreal Professionnel where they talked about the latest trends that
came together to create IT LOOKS 2017. They spoke about how hair color is the
new make-up and how the latest hair coloration trends are now inspired by make-up
techniques like contouring, strobing amongst others. Tanzila then went to
reveal the IT LOOKS 2017 with official images of Hareem Farooq in Copper
Foilyage and Rehmat Ajmal in Nude Beige followed by a short beauty film
introducing IT LOOKS 2017.
Tarek Rizk took the stage after and went on
to discuss international trends and started a live demonstration by showing
before images of models and then inviting them on stage to reveal their after
looks followed by live styling and cutting before sending each model forward to
walk down the ramp. The models with the same color family walked in pairs to
demonstrate variations. The hair maestro styled 9 looks live on stage before
inviting the IT GIRLS to the stage and styling their final looks before taking
a grand final walk down the ramp with each IT GIRL on either side. Both IT
GIRLS were dressed in Mango Pakistan which was the official wardrobe partner
for the campaign.
The Copper Foilyage was created taking into account the fact that copper
is the color of the season as spotted on the runways for Alexander Wang, Noon
by Noor and Leanne Marshall. The colorists worked with a palette of red, gold
and copper shades to sublime facial features and complexion. The Nude Beige has
been inspired from the no make-up look trend that has taken the international
fashion scene by storm as seen on ramp for designers like Dior, Chanel and Elie
Saab who sent out their models in nude make up looks for a chic and natural
effect.
The event was attended by multiple partnering
salons like Meher Najeeb Salon, Toni & Guy South, Aliya Tipu and Annie’s
Alle’nora amongst others. The event was also attended by social media bloggers
from Karachi along with print journalists and broadcast channels.
In celebration of the finale, the brand team
created a space for ‘Salon Emotion’, a new program that has been designed to
reinvent the client’s journey in salon by redefining business and designing the
salon in 7 steps. L’Oreal Professionnel is committed to the salon fraternity by
bringing such innovative concepts to further push the boundaries of the beauty
industry in Pakistan.
L’Oréal Professionnel’s IT LOOKS for 2017 can
be achieved at selected L’Oréal Professionnel partner hair salons across the
country from 25th April and onwards. For further information about
the IT LOOKS and partner Salons, log on to: www.facebook.com/LOrealProfessionnelPakistan
To see the IT LOOKS reveal video of Hareem
Farooq and Rehmat Ajmal :
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