Salon was exclusively invited to attend the ultimate education experience in Berlin, Germany, for the Hair by Schwarzkopf Festival.
Held on April 13 and 14 at Motorwerk Berlin, the immersive two-day event featured mainstage presentations, look-and-learn seminars, and activations that brought the brand’s colour, haircare and styling products to life. In addition, there were plenty of interactive photo opportunities that even included a silhouette profile portrait stylized as Schwarzkopf Professional’s signature logo!
To officially welcome salon owners, hairstylists and artists from Canada, Schwarzkopf Professional Canada’s team held a special cocktail reception and dinner.
“[We’re looking for] strong partners who we can have longevity with, are open to being part of our community of hairdressers and salon owners, and have a love for the craft and passion for the hair industry, that are looking to grow their salon business and looking to partner with a brand that can facilitate that,” says Gianni Gagliardi, vice president of direct sales, salon and specialty retail consumer brands for Henkel. “And that’s why you guys are here. We consider you not only as a salon partner but part of our family, so welcome to our family.”
Among the attendees were Salon x Schwarzkopf Professional Canada’s contest winners, Sofia Ribeiro and Sandrine Paquette, who received round-trip flights to Berlin, hotel accommodations and tickets to the Hair by Schwarzkopf Festival!
The festival kicked off with its opening show featuring Schwarzkopf Professional global ambassadors Nick Irwin, Lesley Jennison and Lisa Farrall.
Lars Hennemann, global head of professional beauty for Henkel, took the stage to share his opening remarks. “There’s a lot to be proud of,” he says. “We have an iconic brand, fantastic technology, but most important, it’s you—the stylists, the creatives, the ambassadors—and also all our customers and the whole team that we are very proud of.”
“We want to take you on a journey into the future of our brand,” adds Matthieu Chauvet, Henkel’s corporate vice president of consumer brands. “Our commitment to being our customers’ partner in craft has never been as strong as it is today. We put you—our customers and partners—at the centre of everything we do. We want to grow your business and help you in your career because we believe in the power of hair and believe in the power of hairdressers to give confidence to their clients, and we recognize the importance of elevating our craft as well as elevating our industry.”
With “For Every You” as the festival’s overall theme, the event offered something for everyone while celebrating the beauty of individuality.
While inspirational and motivational presentations took place on the main stage, attendees also had the opportunity for a more intimate learning experience with look-and-learn education. Artists and educators included Canadian ambassador Reema Jaber, who showcased her signature techniques for curly textures, Schwarzkopf Professional Canadian artistic team member Robin LaChance who demonstrated creative colour placements, and creative manager for Henkel Beauty Pro Canada, Michelle Oliver, who shared tips for customizing blonde formulas.
The event also marked the official debut of the Hair by SchwarzkopfPro platform, which features a curated selection of inspiration, education and stories from around the world. The Hair by Schwarzkopf collection was showcased on stage in an electrifying presentation that featured a wide range of editorial and runway-inspired styles.
Among the festivities, we also had the exclusive opportunity to sit down with celebrity colourists and Schwarzkopf Professional ambassadors Tracey Cunningham and Jacob Schwartz before their mainstage presentation to discuss the importance of ongoing education.
“We have to keep up with our skills because things are always changing,” says Cunningham. “It’s best to do that with the companies that are making the changes.”
“When you’re not learning, you’re not getting inspired,” says Schwartz. “You have to find inspiration somewhere, whether it’s looking at someone’s [social media], you’re getting inspired by seeing new things. Staying in-the-know on what’s happening also helps, but a lot of brands do come out with new products or formulas. I know Schwarzkopf offers a lot of education, so I always recommend finding a brand that you really love and finding a brand that’s a home base to rely on. Schwarzkopf is amazing because you can always find education and they’re always evolving.”
The festival’s headliner was the one and only Chris Appleton, who took the stage to share his personal story of becoming a celebrity hairstylist and opened up about his journey with the brand.
“I’ve always used Schwarzkopf, so it was an organic part of my journey,” he says. “I was always about pushing the boundaries of colour and push the hair as far as it can, but for me, the most important part was the integrity, so the hair looks great in the salon and looks great six weeks later. Working with products that really offer the optimal performance and condition and [protect] the integrity of the hair.”
With something for everyone, the Hair by Schwarzkopf Festival was a true celebration of the craft of hairdressing that underscored the importance of continuing education at all levels of your career while remembering to make time for inspiration (and fun) along the way.
Browse our gallery of photos from the event.
Photos: Robin Schmiedebach Photography, Salon Staff
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