For the second year in a row, Wella Professionals took to the rainbow-laden street as the major hair partner of the with Sydney Gay & Lesbian Mardi Gras, celebrating on March 2 with music, dancing, hair creativity and plenty of vibrant hues. 80 stylists and brand representatives took part in the Wella Professionals parade float, loudly and boldly proclaiming the brand’s #LoveInColour mantra.
The brand’s sophomore outing as the event’s hair partner was particularly vibrant with the all-new launch of Koleston Perfect with ME+ colour for superior results, the latest in a long-line of innovations built over a 130 year legacy. Beyond these hues and use of colour to convey self-expression, the brand shared the event’s overarching message to be ‘Fearless’.
“The hairdressing industry is one of the most representative of the LGBTQI community, and as part of the COTY family, our mission is to celebrate and liberate the diversity of your beauty,” said Max Amen, General Manager, Coty Professional Beauty Australia & New Zealand. “Our Wella family is a creative, courageous and fearless one, so we were thrilled to partner with Mardi Gras for the second year in a row to celebrate #LoveInColour.”
The partnership this year included a creative collaboration with drag superstar Courtney Act (AKA Shane Jenek), which prompted the creation of the first official Wella Wig, produced by Ben Moi of Wigs of vanity, and coloured by Holly Tebbs. Courtney wore the wig at the parade and while performing at the official after party, as well as in a video focusing on colour and identity.
“Colour is on a spectrum that never ends,” Courtney Act said. “It has the ability to define and create whoever you want to be. It has been a pleasure working with Wella Professionals for this year’s Mardi Gras festival, and helping to spread their message of ‘Love In Colour’.”
The Wella Professionals float paraded in front of an estimated crowd of 500,000, over 12,000 of which walked in the parade itself. The car was designed as an LED adorned, branded vintage Cadillac, with large letters along the side which read ‘Wella Professionals, FEARLESS Hair Colour’. Melbourne based drag talents Missy La Minx and Sasha Star joined the float to perform two musical tracks, with Born This Way by Lady Gaga blasted in fitting fashion.
Oxford Street was a whirl of colour, music and self-expression, something hair and beauty plays a major part in. Wella Professionals once again showed the importance of hair and hair colour in the search for true identification and fearlessness, living that message to the beat of a Lady Gaga soundtrack with stars, supporters and collaborators every step of the way. Until next year, let’s live #LoveInColour as a daily mantra.
For more information visit www.wella.com