Did you get the memo? Men’s grooming is cool now – I know we’ve been saying that for ages, but suave men’s haircare brand V76 by Vaughn just proved it with a brand launch and look and learn worthy of any high-profile female haircare line. When it comes to men’s grooming, there’s a myriad of products to try, techniques to learn and conversations to be had about where the future of this industry lies.
A full theatre’s worth of industry heavyweights headed to Darlinghurst and packed into the Eternity Playhouse for drinks, canapés and one inspirational show for the brand’s Sydney launch. The main attraction was V76 Global Educator and Creative Director Jesse Taylor, who brought American-specific charm and decades of men’s haircare experience to the stage.
Starting the proceedings was Rogue Beauty’s own Chris Hammond, who officially welcomed the leading men’s range to Rogue Beauty’s already prestigious portfolio of brands (luxury line Oribe, beauty trendsetters Smith & Cult and festival favourite R+Co are its stable mates), as its Australian distributor. After showcasing V76 by Vaughn in visual form on screen, he invited V76 GM David Peterson to the stage to speak about the vitality of today’s male haircare market. With R+Co and V76 by Vaughn CEO Reuben Carranza also in attendance, it was an international affair, with the global presence of the brand centred inside that Darlinghurst theatre.
This was really all the opening act for the captivating hero presentation courtesy of Jesse Taylor. Presenting a myriad of both long and short cuts – Jesse’s main lesson was in the newfound scope that has to be achieved in men’s grooming. Barbers have to be able to handle long hair, and all hairdressers have to know their way around a clipper – a fact Jesse personified by styling and cutting everything from man buns (sorry, ‘warrior knots’ as he chooses to call them), to fashion-forward buzz cuts. The distinction between barber and hairdresser is diminishing rapidly, so Jesse fuses both roles together seamlessly in his work for V76 by Vaughn.
In between the creative cuts, Jesse also showcased the value of the products, and different ways in which they can be used, frequently layering the products together to change their texture and make them work specifically for certain models or clients (hint: a little bit of beard oil goes a long way). He also shared his vast experience in barbering and men’s hair, and threw in a few personal anecdotes (maybe too personal to share here…) that kept the audience enthused through the almost three hour seminar.
After Jesse had finished his portion of the show, R+Co Australia Creative Director Barney Martin and Oribe Australia Creative Director Julianne McGuigan took to the stage to each present a model that that embodies their respective brands. A sleek braided look from Julianne and voluminous bombshell look from Barney showcased just what Oribe ateliers and R+Co workshops (respectively) have to offer in education.
Jesse, Barney and Julianne were then joined on stage by editorial stylists Sophie Roberts and Alan White for a panel discussion on their roots, their motivations and their take on the industry. Sitting underneath a rolling slideshow of the stylists’ editorial accomplishments, with covers and editorial spreads in major publications all represented in full, the audience were reminded how much these global and local hairdressing figures have to offer the industry – and motivated to reach those heights as well.
Sydney’s launch wasn’t really the beginning and certainly not the end for V76 by Vaughn– it was somewhere in the middle of a very long journey for a brand that has already captivated international markets and is continuously travelling to launch and promote its products (Melbourne’s launch immediately followed Sydney).
If there’s anyone who thinks men’s haircare can’t keep up in innovation, education or just pure style, we recommend getting your hands on V76 by Vaughn, which continues to prove that the hairdressing boys club cannot be stopped.
For more information visit roguebeauty.com.au
Images by Dan Knott
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