One of the most anticipated events on the global hairdressing calendar, Kao’s Salon Global Experience united 20,000 hairdressers from across the cybersphere for 48 hours of inspiration, creativity and virtual celebration.
A first in the event’s illustrious history; this year’s offering was held entirely online, affording close to 20,000 stylists from around the world a chance to experience an inspired line up of dynamic creative acts, Goldwell’s new Couture Collection and the world premier of Angelo Seminara’s latest editorial collection: ‘Glance’.
“In a year where it would have been easy to simply forego the event, we felt compelled to make the considerable investment in creativity by bringing the quality of the live event to stylists virtually”, shares Cory Couts, Global President, Kao Salon Division.
“Our commitment to our Kao Salon Family is to celebrate creativity… not just the creativity of our craft, but the creativity to plan and to build and to rise. The creativity to create a new future out of an uncertain present and an outdated past.”
Kicking off October 18th, the event featured a curated program of inspired artistic sessions (covering styling, care and colour work), interweaved between a series of bespoke panel sessions, covering sustainability, social media and international business practices. Proceedings wrapped up with the annual Gala Show and Global Creative Awards.
Participating artists for 2020 included Global Goldwell Brand Ambassador and distinguished Austrian hairstylist Mario Krankl, internationally renowned, Stuttgart-based creative group J.7, lauded academy Icono Salons (led by Goldwell International Artist, Sascha Haseloff) and award-winning salon collective Hare & Bone.
Prior to a presentation by the Oribe Hair Care Team (including Coby Alcantar, Adam Livermore, Nicci Welsh, Kien Hoang, and Ronnie Stam), global education leaders Mazella&Partners unveiled their new ‘Spark Collection’, before which three-time Northern Ireland Hairdresser Shane Bennet led attendees through a series of shapes and textures.
“When we decided in April to cancel the live event, we made the commitment to our Kao Salon Family that we believe that #creativityneverstops and for that reason, we decided to transform our event into a virtual event”, continues John Moroney, VP of Creative & Communication.
“As such, we reimagined the event in a digital space in order to still provide with the same quality of visual artistic experience that they would get if they came to the live event – the Artist Sessions, the excitement of the Gala Show and of course Brand Experiences with Goldwell, KMS, Oribe and Varis.”
An event highlight, this year’s Gala Show featured the 2021 Trend Presentation (titled Essentialism); Goldwell’s annual trend forecast platforming new and upcoming hair, colour and styling trends. Goldwell also showcased their 2021 Couture Collection; a portfolio updating classic shapes and styles from the 70s disco era for a modern audience.
The Gala also welcomed another anticipated reveal, namely the debut of Angelo Seminara’s latest editorial collection: Glance. Favouring flawless and boundary-pushing colours, the collection features an array of statement looks for diverse hair types and textures; each limited edition look fine-tuned to radiate a boundless energy and vitality.
“2020 was and is a year we will always remember. For the first time our event couldn’t take place live and we created the Kao Salon Virtual Experience,” concludes John Moroney, VP of Creative & Communication.
“We believe that creativity never stops and therefore wanted to offer our guests an extraordinary online event. 48 hours full of creativity, inspiration and great artist sessions. Now we are looking ahead to next year when we can hopefully all be together again, in person, for the Kao Salon Global Experience.”