EVENTS: L’ORÉAL AUSTRALIA HOST BEAUTY FOR ALL, MELBOURNE

Back for a second consecutive year, Beauty for All saw a host of editors, influencers and decision makers flock to Melbourne Museum for a jam-packed day of networking and discovery. 

Hosted by L’Oréal Australia’s national contingent, the bold (and aptly titled) event showcased the beauty empire’s 30-strong brand portfolio, inviting guests to experience the latest innovations in hair and beauty technology in a unique, interactive setting.

Celebrating the brand’s core company values – technology, inclusivity and sustainability – the event also welcomed a special international guest: Global Vice President of of L’Oréal’s Technology Incubator Guive Balooch, who relayed the brand’s overarching mission in his welcoming address.

That mission? “To provide beauty for all.” shared Guive. “In order to [achieve this], technology is essential. [Tech advancements] allow us to reach consumers from all around the world and to give more precise and personalised beauty products to all of our customers.”

He continued, “when I think about the future [of beauty], I think about the possibility of creating devices that are so precise and miniaturised that we can do spectacular and magical things that we were never before able to with just our hands.” Amen to that.

Following Guive’s inspiring forward (and a dazzling neon light display), perimeter-spanning wall-panels were simultaneously raised to reveal a large scale exhibition floor; with bespoke stalls showcasing the essence and offerings of each of L’Oréal’s respective haircare, skincare and fragrance brands.

Key innovations included the industry-breaking piiq Digital Smart Mirror (stay tuned for more app updates!) and the soon-to-be-launched-down-under Style My Hair digital app; an interactive interface using modi-face and AI technology to simulate an array of live client colour transformations.

Other game-changers included La Roche-Posay’s My Skin Track UV (the first battery-free wearable to measure personalised UV exposure) and SkinCeuticals’ Custom D.O.S.E (a professional service combining high-potency ingredients with professional expertise to create personalised corrective serums).

From renowned professional brands (think: Redken, Shu Uemura, Matrix and Pureology) right through to a range of L’Oréal’s most popular skin and cosmetic staples… attendees left equipped with new products, ideas and insights into the brand’s world class portfolio of beauty wonders.

Facilitating beauty for all profiles, needs, colours and persuasions?

Mission accomplished.

Catch our exclusive chat with Guive below:

Visit: www.loreal.com.au

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