That’s Amore


THE EVENT: Aloxxi unveils five new color personalities at the Stephen Knoll Salon, NYC.

THE DETAILS: More than 25 editors attended this media event to introduce Aloxxi’s “color personality experience” to the trade and online beauty community. Key Aloxxi Guest Colorists, including Sheri Roman and Marco Pelusi, performed transformations on models that best expresses five of the 100 personalities the Aloxxi team have identified as typical clientele. “The consultation is the key to determine how to best create the perfect look to make each individual client happy,” says Robert Siebert, Aloxxi Director of Education. The color personalities shown at this event were: Fast Lane in Ferrara, Roman Goddess, Blush of Barolo, Italian Ice and Cioccalato Gelato.

THE LAST WORD: “Consumers know everything about their beauty regimen except the hair color their hairdresser uses on their hair—it is time that changed,” says Aloxxi CEO George Schaeffer. “By demystifying hair color, we heighten the client/colorist relationship, start conversations and give the hairdresser new tools to ensure each client’s needs are met.”