A series of premium events at the 2014 Hair Expo showcased L’Oreal Professionnel’s industry leading brand partnership, creative capabilities and dedication to education. An exclusive VIP lounge at the event allowed valued guests to preview upcoming collections, rub shoulders with renowned stylists and be styled themselves at the Style Bar. French themed in aesthetic, consultations, shows, food and drinks were abound in the exclusive setting.

 L'Oreal Professionnel Hair Expo 2014_IT Looks preview with Caterina Di Biase (1)

Caterina DiBiase for L’Oreal Professionnel at Hair Expo

The brand also graced the main stage, with the L’Oreal Professionnel Artistic Team showcasing the upcoming trends in colour, cutting and style. The national colour team presented the Red Loved Red show, a triumph in the art of colour, inspired by international styles.

The Techni.Art styling range was also promoted through a series of editorial styles on the main stage, with the team transforming the models from salon to catwalk through a quick change created by the Techni.Art range. The talented team included icon Brad Ngata and more of the nation’s best.

L'Oreal Professionnel Hair Expo 2014_IT Looks preview with Caterina Di Biase (3)

At Hair Expo, L’Oreal Professionnel commanded the stage

Caterina DiBiase previewed the Spring Summer collection that showcased mixed blonde, red ombré, bright splashes of pink and pops of colour, utilising the brand’s fashion-forward Hair Chalk.

L'Oreal Professionnel Hair Expo 2014_Tecni.ART show (2)

L’Oreal Professionnel on the main stage at Hair Expo

A weekend highlight was the brand’s showing at the GenNext Gala, with a presentation entitled Valentino Warrior. Sponsored by L’Oreal Professionnel, the Class of 2014 i-D artists showed off their young talent, with a concept that included braiding, weaving and twisted hair designs. The visual experience was thematically based in female empowerment, utilising bold red tones to captivate this strong sense of strength. Look out for this exclusive video, coming Thursday to Styleicons.

The team also celebrated their own L’Oreal Professionnel Artist Jamie Furlan, who was named as Hair Expo’s Emerging Artist of the Year.

For more information visit lorealprofessionnel.com.au