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.