Salon To Present Latest Hairdressing Styles And Colours At Beautyworld Middle East

Top Quote Initiative in association with and L'Oreal Professional designed to introduce new techniques among industry professionals in region. End Quote
  • (1888PressRelease) May 13, 2011 - DUBAI - Epoc Messe Frankfurt has tied up with Salon Educators, in association with and L'Oreal Professional, to present three days of workshops and live demonstrations of the latest hairdressing styles and techniques at Beautyworld Middle East. The demonstrations will also feature showcases of L'Oreal Professional's latest Colour Collection.

    The initiative is designed to increase awareness about the latest trends, products and styling tech-niques among industry professionals in the Middle East region.

    Beautyworld Middle East, the region's largest international trade fair for beauty products, hair, fra-grances and wellbeing, is a key networking event for beauty industry professionals, buyers and key decision makers from around the region.

    Leading international manufacturers and service providers use Beautyworld Middle East as a plat-form of choice to access this promising market and generate new business leads in a region known for its high spending on beauty and wellness products.

    "Being the leading meeting point for beauty industry professionals from the wider region and beyond, Beautyworld Middle East plays a vital role in connecting the local community to the international marketplace," said Ahmed Pauwels, Chief Executive Officer of Epoc Messe Frankfurt. "By partnering in this venture with Salon Educators, and L'Oreal Professional, we are able to provide key insights about the current trends and techniques prevailing internationally to regional industry professionals, playing a part in further developing local industry standards," he added.

    Salon Educators is at Beautyworld Middle East to launch its first dedicated Academy in Tiffany Towers from where it will run City & Guilds IVQ courses, bringing internationally recognised qualifi-cations to the UAE.

    The company is also launching the world's number one online hairdressing education site across the GCC, featuring over 160 detailed step by step hairdressing training video tutorials. The dedicated GCC version of the site has been translated into Arabic and is the first of its kind in the region.

    Following last year's successful presentation on the Walk of Beauty, Salon Educators' and's Steve Turner, returns to Beautyworld Middle East. Steve, who has over 20 years of experience in the business, will be joined on stage by's session catwalk expert Callam Warrington. Callam is a celebrity favourite amongst such stars as Thandie Newton, Mischa Barton, Tess Daley, Billie Piper, Rachel Weisz, Amy Winehouse and The Kills and he has also worked with Zaha Hadid and David Bailey.

    The duo will be presenting hairdressing demonstrations on the Salon Educators dedicated stage, in association with L'Oreal Professional, every day over the course of the three-day event. The shows will take place at 10.30am, 1pm, and 3.30pm, daily, each consisting of a cut and hair up demonstra-tion followed by a catwalk presentation of the final looks. The daily sessions will be interspersed with a display of models to showcasing the latest colour range from the L'Oreal Colour Collection.

    Steve Turner said, "Beautyworld ME is such an amazing show and it's a privilege to be returning for a second year. Our plans this year will be bigger and better than ever. With L'Oreal Professional behind us, and beautiful models to work with, it's going to be a spectacular opportunity for visitors to experience at first hand the power of Salon Educators and We're determined to bring the kind of education to the GCC region it deserves." CEO Mark Butcher said, "Our association with Salon Educators and L'Oreal Professional marks a major sea change in internet hairdressing training, bringing the best training from Europe to the area in the local language and is the first of many regionalised versions of the website. Salon Educators and Beautyworld Middle East provide the perfect platform to showcase the educational opportunities available to the region's hair professionals."

    Mr. Peter Tighe, General Manager, Professional Division, Middle East at L'Oreal, said: "This initiative aims to put the spotlight on the fantastic and rewarding career that hairdressing can be. L'Oreal Professional is proud to work with and Salon Educators to help professional hairdressers to achieve their dreams and this will be a ground-breaking event for the industry. To-gether we will strive to create more opportunities to help professional hairdressers excel at their job."

    The event is set to be a big attraction for the local hairdressing community, providing as it does a professional insight into the latest trends and developments in the industry. Beautyworld Middle East will be held at the Dubai International Convention and Exhibition Centre from May 24th to 26th.

    For more information, please contact:
    BIZ COM - For PRoactive Communications
    P.O. Box 48889; Dubai - UAE
    T: +971 4 332-0888
    F: +971 4 332-0999
    E: info ( @ ) bizcom dot ae

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