THE EVENT: The ARROJO Expo was on March 23, 2014 in the Park West building in Chicago. Nearly 400 people were in attendance, including ARROJO ambassador salon owners and stylists, Goldwell great John C. Simpson and, of course, MODERN SALON. This year’s expo had a strong focus on education and presentations.
FOCUS: The expo was presented in three segments: The first was sharing the stage with professional artists from KMS and Goldwell, the second focused on ARROJO’s American Wave texture service, and the third revolved around passion and inspiration and how ARROJO helps its ambassadors be successful. The main goals of the show were to show what ARROJO sees as modern trend for American hairdressing and to push the ARROJO agenda forward as an independent hair brand.
TREND FORECAST: MODERN had a chance to speak with Nick Arrojo, founder of ARROJO, backstage during prep before the show to see what he saw as up-and-coming in hair trends. First and foremost on the trend watch for ARROJO is texture; a trend fueled by the American Wave service developed by ARROJO.
“As far as color goes, you’re seeing a lot more muted tones, more matte-frost tones, pastel tones with bright colors, infusions with painting and block coloring.” Arrojo also notes that are a lot of short, feminine cuts going down the runway.
FINAL WORD: Says Arrojo, “Our hairdressers should take control of their own destiny, and I really believe that we are the ones that have to create our own trends.”