Nearly 1,000 hairstylists from more than 20 countries travelled to “Sin City” on September 10th to 12th for the inaugural Moroccanoil The Collective.
The three-day education event was held at the Conrad at Resorts World in Las Vegas. The festivities kicked off with a pool party at Ayu Dayclub, where attendees could mix and mingle as they basked in the sunshine and danced to beats by a live DJ/violinist.
Next up was the opening reception hosted by Moroccanoil’s global vice-president of education, Robert Ham, which featured a spectacular stage presentation by artistic director, Kevin Hughes, that showcased the brand’s new chocolate hair colour shades.
“We are a community bound together by a shared vision,” says Ham. “And that vision is the commitment to our artistic craft.”
The night ended with a VIP dinner that included co-founder Carmen Tal, global CEO David Cohen, head of marketing Marina Kirschner, along with Moroccanoil’s global ambassadors Greg Gilmore, Matt Rez, Jessica Scott Santo, Gareth Williams, Rachel Williams and more.
The following morning was all about education with artistic and business sessions that featured breakout classes featuring some of Moroccanoil’s top ambassadors. Attendees were able to register for four sessions ranging from blonding techniques (featuring Moroccanoil global color ambassador Lisa Dinh) and fall colour trends to curly texture, haircutting and more.
The evening was all about networking and featured an artistic stage presentation by Hughes and global creative director, Antonio Corral Calero. In an unexpected twist, Ham, Hughes and Corral Calero also took the stage to re-enact the making of The Collective in a hilarious showcase with dancers, models and an on-stage photo shoot!
The next day featured guest speakers including Moroccanoil ambassadors and influencers as well as magician Kostya Kimlat, who shared some fun magic tricks and inspired audiences to find ways to engage their clients in a salon environment.
The grand finale featured the five finalists in Moroccanoil’s global hair competition and showcased their models on stage. Attendees had a chance to vote for their favourite.Congratulations to Nicole Healey from Northern Ireland on winning the grand prize of $10,000 (USD) plus a chance to work with the brand’s team at Eurovision, on photo shoots and more.
Moroccanoil’s global trend team including Hughes along with Barri Gibson, Gonzalo Murillo and Kumi Ito also took the stage to participate in a live hair jam.
The event concluded with a lively after-party at Zouk nightclub.
Browse our gallery of photos from the event.