Schwarzkopf Professional’s next impressive editorial education offering came by way of 1:2021 : The Royal Glory Collection – Virtual Essential Looks Global Masters, building on their August 2020 event and collaborating IGORA ROYAL for an immersive experience dedicated to artistry. The event was held over three days from January 31 to February 2 2021, allowing hairdressers from all over the world to log on and be inspired.

The overarching mantra taught attendees to be brave in our new world, while touting the significance and transformative power of colour, championing quirky, unique and artistic aesthetics, tracking the bold evolution of Essential Looks and connecting that to the high-tech, futuristic formulas of IGORA ROYAL and how they support these aesthetics.

The event educated with masterclasses presented by Schwarzkopf Professional’s Ambassadors, covering everything from conceptual theory of the three new collection trends, to knowledge in cut and colour techniques and product innovations.

These trends are part of the titular Royal Glory Collection and are presented as tales of 2021. The trends are categorised as Magical Whimsy, think costume-like beauty but with modern, structured, forward-thinking power, Back To Classic, a representation of new femininity alongside confident and dually effortless and groomed styling, and Artful Feeling, an aesthetic of fragile florals that is dreamy, freestyle and abstract. Within these trends, very specific techniques, such as face framing, triangular placement, colour grading, colour twist, multi-tone foiling were taught.

“Back in the day it was all about the runway, but these days new trends can start anywhere, and they go round the world quicker than ever. But the trick is telling the difference between a gimmick and a genuine trend, and that’s what ESSENTIAL LOOKS is all about,” said the brand’s icon of global colour, Lesley Jennison.“What we all need at the minute is a bit of fun, and with colour you can experiment – whether it’s a superbright semi-perm temporary transformation or a cool new technique to try, a little change gives us all a bit of a boost. We all want to feel good!”

The event also showcased Look and Learn Sessions, where attendees learned how to create runway looks and their salon variations, all within the aesthetic of the aforementioned trends, and taught in step-by-step presentations, focusing on each look in terms of technique, product combinations and colouring tools.

Stage-like digital rooms were utilised for both Essential Looks and IGORA aesthetics, allowing for deeper storytelling and participant engagement and creating an all-encompassing learning environment. The brand’s International Creative Director for Schwarzkopf Professional, Simon Ellis, with ambassadors such as Lesley Jennison, Tyler Johnston, Edoardo Paludo, Shy and Flo and Randolph Gray, led the sessions.

“The impact of COVID-19 was undeniable. But as an industry, we met those challenges head on and evolved new ways of doing things. We saw an explosion in digital education. The way our hairdressing community consumes this content has changed forever. So now is the time to push on. To embrace this new behaviour and lead this arena in ever-more exciting and innovative ways,” Simon said.

Predicting trends, educating globally and inspiring despite the circumstances in the world around us, Schwarzkopf Professional again used modern technology to enthral hairdressers through the screen.

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