Like the expo itself, Affinage Professional spent the better part of the Brisbane Hair and Beauty Expo (BHBE) showing its monumental growth over the past couple of years. While the BHBE enjoyed a 34 per cent increase of visitors from its inaugural year in 2015, Affinage Professional proved a major presence, showcasing their recent transformation with five branded stands, four live shows and a 50-person strong crew.
The years of 2014 and 2015 proved a major turning point for the brand, who transformed from a family-owned, medium-sized business to an important part of Australia’s beauty sphere. Started by CEO Richard Jolly almost 30 years ago, the company now has over 90 distributors supporting it nationally, and new Managing Director Darren Manning is steering this new direction. 2015 saw the brand overhaul its education program, create new editorial imagery and begin to surge online.
Coming into 2016, and the BHBE in particular, Affinage Professional boasted renewed innovation in education and products, success with the recently launched Black Ice styling range and a significant forward focus on colour and care. Despite great traction throughout Asia and the Pacific, brand specifically launched the new Essential Blends and Essential Oils ranges in Australia and in the midst of the emerging local industry in Brisbane, at BHBE. Affinage acted as a major sponsor of the two-day expo and were exclusively the only colour company to support the event.
The brand custom built massive stands to display the new the new Essential Blends and Essential Oils ranges, while four key brand ambassadors, headed by International Creative Director, Nadine Johns-Alcock, informed the crowd of the business’ many changes.
Colour brand ambassador and social media star Kirra Longmuir represented the brand at the event by showcasing a group of ethereal blondes, with hints of fuchsia and lilac, created with the Essential Blends Air multipermanent colour collection. Kirra worked alongside Davide Di Pietro, who showcased elements of care colour and style, primarily utilising the Essential Oils products.
Meanwhile, White Ice brand ambassador Bree Moon, who represents Affinage Professional’s Diamond Blend-enriched White Ice range, presented expertly prepared bridal hair. Black Ice ambassador Jack Horton showed off a collection of dynamic cutting and styling techniques on unisex models. Razor cutting, tapering, graphic colours, innovative perming techniques were features of the impressive show.
Affinage Professional also invited its overseas distributors to the event. 25 international delegates descended on Brisbane for the launch of Essential Oils and Essential Blends, witnessing what the brand, the expo and the vibrant city had to offer. Following BHBE, the brand hosted a week-long education event to round out a very busy month.
It was certainly a mammoth operation and a testament to the success and willpower of this rapidly burgeoning brand.
Until next time.
Watch the brand on the main stage below:
For more information visit affinage.com.au
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