Metallic is the new black.
Trend setters rejoice: metallic is the new black, and thanks to our friends at L’Oréal Professionnel, hair-lovers the world over can now join the metallic movement.
From Beyoncé’s penchant for platinum, to Debbie Harry’s Studio 54 wardrobe, many the icon has flaunted their metallic-love, and it seems the cyber sphere has followed suit.
With the scope of social influencing now stronger than ever, the team at L’Oréal Professionnel are piloting a new approach to trend sharing, maximising the joint clout of stylists and influencers alike.
Enter Trend Collective, a series of regional styling events pairing the industry’s most prominent hairdressers with key social influencers. The premise? Transform models’ manes using this season’s hottest metallic hues… with results broadcast to each stylist/influencer’s respective social following.
How’s that for a match made in hair-heaven?
Reinforcing L’Oréal Professionnel’s innate link to fashion and trend-leadership, Trend Collective platforms the 2018 metallic hair trend (first previewed by colour chameleon Dannii Minogue at this year’s Colour Trophy), bringing the brand’s newest colour suite to glistening life.
Comprised of five star products across two stylish subcategories (Majirel Metals and DIA Shimmers respectively) L’Oréal Professionnel’s newest shade selection boasts a high shine finish, immense coverage, and improved hair fibre quality; each formulation developed and approved by a team of expert colourists.
Trend Collective’s inaugural chapter not only saw the first of many inspired metallic makeovers, but also marked the launch of L’Oréal Professionnel’s exclusive collaboration with Dyson Supersonic, a choice partnership championing brilliant results and improved hair quality for all clients.
Just as L’Oréal Professionnel’s No-Damage Colour by INOA* boasts an ammonia free formulation, long lasting colour, and greater respect for hair fibres, Dyson’s coveted Supersonic dryer uses advanced heat-control technology to ensure hair is consistently left shiny, and less prone to damage.
Stylists were first tasked with perusing delegates’ social feeds, before choosing a hue they believed would best suit their model’s lifestyle and aesthetic. Following the initial screening, stylists undertook a morning consultation with their assigned influencer, before negotiating the final colour shade and hair style.
Sydney’s esteemed lineup of stylists included: Adriana Marmino and AHFA 2017 Hairdresser of the Year Damien Rinaldo of Boris the Cuttery, Chantelle Castle of Viva La Blonde, AHFA 2017 Creative Colourist of the Year, Danni Solier of Xiang Hair, Jordan Hone and Scott Sloan of Sloans, Jess Del Borrello of Circles of Hair, Clodagh of Judena Hair, Chloe Benoit of Franck Provost Australia, and of course, Peter Thomsen of Chelsea Hairdressing.
Influencers included Sydney based Taylor-Marie Fraser, Alona Kalinina, Asha Tregear, Yasmin Ganzevoort, Shani Rae Cotterill, Cait Barker and Beauty Crew’s own Iantha Yu. With a combined social reach of close to $300K (wowza!) these ladies were the perfect candidates to rep 5 new metallic hues, including Silver Star, Crystal Ash, Pink Ash, Hi-Lilac, Rose Gold, and (Ms Minogue’s fave) Silver.
Models were first treated to their bespoke colour service, which included L’Oréal Professionnel’s Smartbond system, to strengthen and protect bonds during the lightening process. Hair was next dried using Dyson’s Supersonic Dryer before being styled to suit each influencer’s persona.
Hero styling products included Powder In Lotion, Volume Architect, and Rebel Push-Up from the Tecni Art range, while L’Oréal Professionnel’s staple Infinium Lacquer was the hairspray of choice to keeps locks in tact.
Celebrity hair and makeup artist Mia Hawkswell was on hand to create a series of aptly shimmering makeup looks, each complementing models’ new shades.
Following the colour and styling processes, influencers partook in a series of on-site photoshoots, each showcasing the results of their hair and makeup transformations. Throughout the day’s course, influencers documented both the colour and styling processes, before sharing their magical makeovers to their vast pool of followers.
Check out the astounding transformations below:
Cate Barker @caitbarkerr
Stay tuned for The Journal’s coverage of each of the remaining 2018 Trend Collective sessions!
*Colour after colour, hair quality is visibly improved; consumer test, Europe, 408 women & 489 hairdressers.