THE RELAUNCH OF IGORA ROYALE 34 VZN AWARDS

THE RELAUNCH OF

Dedicated to empowering colorists, Schwarzkopf Professional has revamped their flagship color brand, IGORA ROYAL; showcasing a new-look streamlined portfolio with the same iconic high-performing formula.

Digital events don’t happen overnight. Much like an in-person event, there is so much planning that comes with the digital territory. It’s not as simple as just pressing the live button. For the Pros at Schwarzkopf Professional it was a total 2 ½ months to pull together a digital relaunch of Igora Royal. Schwarzkopf Professional is committed to sustainability in packaging their same iconic formula but with a sexier and greener package. The relaunch was an opportunity to have a touch point with all of their hairdressers. They wanted to create something big, and that they did. They gave hairdressers an opportunity to connect and be engaged interactively in a digital space by having live chats during education sessions and discussions in the chat box.

Rossa Jurenas Robin LaChance Josie Vilay Shawna Russell

It was education that would inspire the entire industry, as they had their award winning essential looks team Rossa Jurenas (@rossajurenas), Schwarzkopf Professional North American Color Director, and Robin LaChance (@robin_la_chance), Schwarzkopf Professional Essential Looks Artist, showcase the top 2021 trends adapted into wearable, everyday, salon friendly hair. They also had their top influencers Josie Vilay (@josievilay) and Shawna Russell (@hairbyshawna_russell) share priceless techniques and formulas. It was a day well spent with the Schwarzkopf Professional team. Congratulations to all those involved creating a day of magic for the industry. Well done.