To officially celebrate the launch of the Moroccanoil Colour Collection, The Haircare Group and Moroccanoil invited leading salons from across South East Queensland and Northern New South Wales to attend an intimate breakfast at the Star’s Garden Bar on the Gold Coast, writes Cameron Pine.
A champagne brunch on a Monday morning with some leading industry peers and some of the region’s most enthusiastic colourists got even better as a global leader in haircare has now taken this high level of proprietary technology to the realm of colour – promising conditioning results, shine and less fade than ever.
Three distinct colour models showcased the natural reflects, results and intense shine offered by the new technology, from a deep red, to brunette to blonde, and presented by Moroccanoil ambassador and ACADEMIE salon owner Richi Grisillo. To now complete the brand story for full in-salon coverage, Moroccanoil has ensured their iconic stance in haircare will continue with innovations in the colour range.
In the entire range of permanent and demi colours, as well as the blonde portfolio, the technology is built around a hero ProArginine + ArganID® System, an amino acid that is naturally found in the hair and therefore easily accepted by it. ProArginine works as an alkalising agent that supports the colour process and ArganID® seals and repairs the hair cuticle, creating stellar results through years of development.
“Moroccanoil is much more than just an in-salon colour. To have a colour support system like the app for all staff, they’ve thought about this brand for the professional. It’s built for the smooth transition as a colourist,” Richi said. “To be able to change the mindset of colour in-salon with my staff and have them think again about colour differently has been great for the salon culture – they are thinking again and we’ve all fallen in love with colour again without the same old grind.”
“The colour also feels slightly cooler and true to natural tones. We often were getting slightly copper fade with clients in Australia with our active lifestyle in Bondi and elsewhere. Clients are now asking ‘what have you changed with my colour? I’ve never had so many compliments’. We needed the team to be confident with the colour quickly to transition so well and the results are something we can continue to charge and clients are happy to pay a premium for,” he continued.
Hosting guests and speaking about the true partnership of The Haircare Group as so much more than just a colour supplier, Moroccanoil National Sales Manager Melissa Hickling discussed the partnership built through leading education and support.
“It’s the health care checks, the incremental sales growth with the team, the idea that ‘when we grow you grow’. We are not order takers, we are true business partners. You can’t really put a price on the relationship of wanting to see you guys succeed,” she said.
Violet Sainsbury, who holds 15 years with Moroccanoil as Regional Sales Manager, was also in attendance, alongside Shlomi Ohayon, the Director of the global brand’s international sales, who was visiting from Israel.
Keeping the morning fun alive with giveaways, the brand’s distinct family environment and a task that had everyone looking under their chairs to win Blonde Voyage, Color Calypso and Color Rhapsody colour packs, guests in attendance were grateful and excited for the opportunity to get their hands on the exclusive ‘try me’ kits.
Now represented in 85 countries globally, Moroccanoil continues to lead the way in Argan Oil haircare, after starting almost two decades ago with just one oil treatment product that pioneered a haircare category.
This expansion is the next important phase of the brand, and more breakfast events will soon be experienced in other states. This new launch and the brand’s comprehensive offering keep the professional hairdresser front of mind, honouring the significance of the professional industry to the growth of Moroccanoil and elevating it to even greater heights.
Raise a glass to this new frontier in colour technology.
For more information visit www.thehaircaregroup.com
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