8 minute read
MASTERFUL STYLE
A bold and dexterous showcase of skill and agility, Revlon Professional celebrated their brand values of ‘Create Boldly and Live Boldly’ in true anniversary fashion – 4,000 people from 72 countries wrapped the world of hair around Barcelona to celebrate 10 years of Style Masters, writes Cameron Pine.
AN INFECTIOUS ENERGY of both community and creative hairdressing rivalry both filled Barcelona’s Gran Fira on June 4 for Revlon Professional's Style Masters. It was a large scale event with an even bigger heart, right at home in Barcelona’s capital and also home to not only some of Revlon Professional’s Global leaders but, on this particular date, also the hairdressing industry’s biggest heavyweights. Key media and celebrated personalities from across the world were sitting front row at this uniquely creatively curated industry event. Everywhere you turned there was a significant and known industry leader to share and connect with, bonded by entertainment and a genuine emotion for the industry. While being just one day, the sentiment of such a significant event spans the entire year through preparation, planning and, most importantly, industry engagement.
Best Stage Performance, Hong Kong.
“10 years of Style Masters shows our continual dedication to the creativity of the hairdresser so you can Create Boldly and Live Boldly,” said Miguel García Cotado Global Executive VP Artistic and Education at Revlon Professional. “For us and most importantly for you our incredible audience and artists, StyleMasters is about celebrating the love and passion in hairdressing and the future of our industry, together.”
This mission well and truly fulfilled through the impressive release of the breathtakingly real and street relevant ‘Live Boldly’ campaign. It was presented on larger than life semi-transparent screens encasing one of the largest stages the industry has ever seen (at 600 square metres) with almost a cube-like casing, showing where the present hair meets the future. 800 square metres of multimedia display revealed the true education pulse of Revlon Professional, drawing the audience in through words and on-stage demonstrations.
Most Beautiful Colour Award, Russia.
2018 Global Winner, Spain.
What a way to get 4,000 people to soak up the messages of such a passionate brand – we were all hooked from the first few minutes it was hard to believe the show sailed through almost the best part of three full hours. Most importantly for the Revlon Professional brand it was also through this intricate blending of the technology and real worlds that the Live Boldly campaign inspires stylists and women throughout the world to reveal their unique talent and personality.
Add to this the reach of social media from every guest and key global media and it was hard for the world not to notice Revlon Professional’s various missions. These missions ranged from ‘Choose Love’ and ‘One in Beauty’, extending beyond to creating and living a better life through a professional approach. Revlon Professional didn’t really give the audience a chance to stop and think where the time had gone but at the same time managed to impart both business and creative messages universal to an industry with a true heartbeat. Kudos to that and for not disrespecting the art of the craft at the same time. We’ve all seen many hair shows where messages just get lost through a disconnection from stage to audience but it was the combination of genres and messages that connected with every type of hairdresser, making the show so universal. It also proved that to completely understand exactly what the ‘Style Masters’ concept really means, it has to be seen firsthand and in its entirety – the exact reason why the brand had no trouble getting 4,000 people on a chair celebrating their country for this epic night. The future of hairdressing where technology and emotive influences merge for Revlon Professional Style Masters is now well and truly here.
Through this highly customised and unique journey between on-stage artistry and audio visual effects, Revlon Professional took us on an experience not only through the creativity and talent within such a wide-spread industry platform but also into the brand DNA of products. This included a new Spacentric Eksperience range and a hotter than hell collaboration with Harley Davidson and American Crew. Rarely before in the industry have we seen two such well-known brands unite through an iconic label of masculinity, freedom and exploration – key values of both brands. More than just a photoshoot in the Texan desert shot by brand Founder and industry legend David Raccuglia himself, this sizzling partnership includes video collaborations, merchandise and insalon engagement.
Revlon Professional also presented the segment, Future Education and the première of Glamsquad, the new Fall- Winter 2019 Collection that ignited a celebration of colour and a true party vibe for the brand. Ranging from soft to bold, the collection celebrates the diversity of beauty we are presented with today.
An inherent quality of the Revlon Professional Brand is to support the creativity of every hairdresser by creating platforms just like Style Masters and the Style Masters International Awards. In-line with this we also heard onstage from the President and CEO of Revlon Professional Brands, Debbie Perelman in a speech that highlighted their commitment to the hairdressing industry and communicated to every single audience attendee about just how special they are to the Revlon Professional brand.
The formal strategy behind The Style Masters International Awards is the creation of a collection based on the concept of ‘1 cut, 3 looks’. This year Revlon Professional went a step further by incorporating colour into the contest, forcing the strong bind that is colour and style in creating the ultimate Avant Garde looks.
An international jury made up of big names in the hairdressing and fashion industry included Roberto Pissimiglia, Australian Fashion Photographer Jonas Bresnan and Raquel Gattell, head of one of Spain’s largest modelling agencies. These judges determined the winners of The Global Style Masters Award (rewarded with 10,000 euro) and The Most Beautiful Color Award (rewarded with 5,000 euro), new this year, from among the 17 International Finalists. The Best Stage Performance Award (rewarded with 5,000 euro) was also voted live during the StyleMasters Show by the other Country Winners. In a proactive nod to supporting new talent in the industry, Style Masters keeps supporting newcomers in hairdressing with these highly creative and talented young people not only having their own category, The Young Talent Award (rewarded with 3,000 euro). These categories pushed the boundaries to show us some of the most creative work we’ve seen.
THE BEST OF MEN’S HAIR
It’s not news that American Crew also looks to inspire the global men’s grooming industry in search for the best hairstylist for men through the All Star Challenge, a now globally well-recognised competition with more entrants and followers every year. This proves that male grooming keeps on growing from a commercial point of view but it’s also cultivating some very talented and unique personalities within the industry. Of all participants, sixteen international candidates were chosen to be present in the final of American Crew All-Star Challenge, attending a Press Conference throughout the day to get up and close with media about their American Crew experience but also to share in the sense of community and learning such a platform brings. For many of these stylists, it was their first opportunity to compete on an international stage. This is just one of American Crew’s many commitments to the future of Men’s grooming, but not only that, for creating a standard that barbers and stylists across the world aspire to.
American Crew 2018 Global All Stars Winner
Of all the awards, the Global Winner of the American Crew All Star Challenge Competition was the first to be announced. Vitaly Pimenov from Russia was chosen from among fifteen international finalists in the annual global competition that recognises the best men’s hair stylists in the world. The award was handed over by David Raccuglia, Founder of American Crew.
The new and perhaps most anticipated category at the awards was The Most Beautiful Color Award, a new category devised to assess the colour technique applied and the colour result achieved, in addition to the overall harmony and elegance created with the other elements of the look. The winner of the Best Stage Performance Award was voted by the 21 Country Winners who did not reach the final.
The three awards winners
Congratulations to this year’s winners, who are are as follows.
Jeneta Shekhovich, Studia Master Class, from Russia, won The Young Talent Award, handed over by Julia Beckers, Global Winner of the Style Masters Awards 2017.
Natalya Zheglova, Rayskaya Ptitza, from Russia, received The Most Beautiful Color Award, handed over by Roberto Pissimiglia, President of Estetica and Robert Masciave, member of the original Style Masters team.
Mandy Lau Hoi Man, Color Group Hair Salon Limited, from Hong Kong, was awarded The Best Stage Performance Award, handed over by Raquel Gatell, Director of Traffic Models agency and Jonas Bresnan, Fashion and Beauty Photographer.
Finally, Silvia Galfo, President of Revlon Brands, handed over the coveted Global Winner 2018 prize to Maria Montes Campal, Manuel Mon Estilistas, from Spain, to a standing ovation from the audience.
Through an unparalleled global stronghold in colour, creativity, education and men’s grooming, conceptually it’s little wonder why Style Masters goes down in history as one of the most significant events in our industry. As with any large-scale event it’s the night that keeps on giving – guests kicked on as the venue and stage turned into a massive after party complete with a food set-up big enough to feed the entire Coachella audience, as well as drinking and dancing.
When it comes to style, it's not one thing that's important, it's all built through a sense of community that fosters the uniqueness of every artist. Revlon Professional, we’re ready for an even more colourful 2019.
For more information visit www.revlonprofessional.com
