Sweis and Evo Launch Fabuloso Pro at LA Press Event

By Anne Moratto | 09/13/2013 1:26:00 PM


Karl Sweis and Leonard Newton

















As part of a unique hair education experience in Southern California, Sweis Professional Salon & Spa Products and evo launched a new collection “Does Not Contain 2.0” and Fabuloso Pro, a new colour refresh and customized retail system, presented by Leonard Newton, evo creative director.  Newton introduced 180 salon professionals and 31 Sweis sales representatives to 7 models – 4 with versatile styling looks and 3 fabuloso models with fresh hair color.

Guests enjoyed cocktails, live melodica music, canvas painting with fabuloso products and games that incorporated evo products, including “guess what evo product is in the jar,” “watermelon ninja” and “strutting nose dive.” The event was held September 8th at The Well, a lifestyle-retail-salon space located within a distinctive architectural space in downtown Los Angeles.

 According to Newton, “The “Does Not Contain 2.0” Collection is all about wearable hair, versatility, changing shapes and mixing products to create a new innovation in hair.” “evo keeps the world honest and true while giving stylists a really great time as they explore the endless possibilities within hair.”

“This sold-out event brought the irreverent evo personality to life with an education presentation given from a stage that was literally the back of a Budget Moving Truck,” said Karl Sweis, President of Sweis Inc. “I think stylists gravitate towards something that is a little different. Evo doesn’t take itself too seriously, which makes the line even more likeable and interesting.”








Anne Moratto’s well-rounded beauty career includes years in beauty public relations, beauty marketing, beauty manufacturing, and now, with MODERN SALON, in beauty publishing. The through-line has been an intense interest in all things beauty and a sincere appreciation for the skilled artists and entrepreneurs who make the industry so vital, compelling and creative. Anne, a native of Wisconsin, lives with her family in Los Angeles, CA, and is MODERN SALON’s West Coast Beauty and Special Markets Editor. She can be reached at amoratto@vancepublishing.com


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