Hair Affair: L’Oréal Professionnel Creates History With Their Three-City Hair Fashion Tour in Pakistan!

One of the few personal care brands in Pakistan who have created their stronghold into the fashion and style market, L’Oréal Professionnel has proven time and again, that they are the leaders in coalescing the concept of beauty with that of glamour. Now, taking that identity a step further, L’Oréal Professionnel, the world’s leading professional hair brand has created history with the biggest hair tour in Pakistan which featured a three-city set up.

Bringing the LA FRENCH philosophy, the tour featured renowned international Ambassador Tarek Rizk from Lebanon, 600 L’Oréal Professionnel stylists, 150 influencers and top education on the topic, during its running which started in Karachi on 11th February, Lahore on the 13th and concluded the tour in Islamabad on 15th of February 2020.

The Hair Fashion Tour aimed to inspire a journey of discovery, innovation, and inspiration, and thus featured various facets which ranged from masterclasses with Tarek Rizk to grand showcases, which were done in front of select esteemed audiences featuring stylists, journalists, and the creme de la creme of Pakistan’s fashion and glamour industry.

The inspirational masterclass with Tarek Rizk was a testament to the Lebanese stylist’s  25 years of experience in the beauty industry. At the event, Tarek introduced the “LA FRENCH Philosophy: Art of Hair colouring” to more than 600 hairstylists and partner salons.

LA French is a tribute to L’Oréal Professional’s roots and to the quintessentially natural and chic French style. The highlight of the evening was the impressive fashion show where the hair was the star. In the midst of it all, L’Oréal Professionnel also unveiled the new Majirel Glow, a new hair colouration range that gives neutralized finish & extreme luminosity.

Speaking at the event about HFT Pakistan, Junaid Murtaza, the Country Manager Pakistan for the brand also spoke about this historic feat.

“As the leader of the beauty industry and first choice of partner for salons, it is our responsibility to help the industry reinvent itself and transform the beauty experience for the consumers when they visit a salon’,’ he said.

The Hair Fashion tour is a game-changer for the hairdressing industry in Pakistan, as it introduced ACCESS – The world’s largest digital learning platform for salon professionals to provide education & training on product launches, digital upskilling, trend discovery, technique mastery and business management.

 

 

Shahjehan Saleem
Shahjehan Saleem

The author is the Editor of Diva Online as well as a film & fashion critic. He is also a professor in the Department of Media Sciences at SZABIST, Karachi. Socio-cultural theories and geography fill up the rest of his time.

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