Moroccanoil VP of Global Education Robert Ham welcomes attendees to The Collective on the first night.
Leading professional haircare and color brand Moroccanoil held its first ever three-day hair show for its network of professional stylists, The Collective, on September 10-12, 2023 in Las Vegas. This show included everything from artistic demonstrations and runway shows to celebratory parties and the finale of Moroccanoil’s Global Hair Competition. The team at MODERN SALON was delighted to be invited to come along for the ride and be part of this inaugural event. Here is what we experienced over these three fun-filled days, and why you should plan to attend the next one in 2025.
Location, Location
Resorts World Las Vegas, one of the Las Vegas Strip’s newest hotels, was the perfect setting for The Collective. Visible from the attendees’ landing planes was the building’s huge LED display showcasing the Moroccanoil logo and a promotional video in stunning detail—a marker that the company had certainly gone all-out for the event.
Resorts World's LED screen-covered facade displays a Moroccanoil ad.
Upon visiting registration, attendees were presented blue tie-dye swag bags full of Moroccanoil’s hero products, including beloved selections from their hair and body care lines and branded merchandise, one of which was a Moroccanoil beach towel. This was the perfect accessory for attendees excited to hit the event’s exclusive pool party at Resorts World’s beautiful Ayu Day Club. The party vibes were set by a violin-playing DJ with a penchant for dancing atop his setup…something you’d have to see to believe!
The entrance to Ayu Dayclub and Zouk Nightclub decked out with Moroccanoil imagery.
The hotel also featured a Moroccanoil pop-up shop in celebration of the event, where attendees and other Resorts World guests could shop ‘til they dropped, but not without a line out the door! A few of the hotel’s other shops also prominently featured Moroccanoil consumer products for the special occasion.
The closing night party took place at Ayu’s luxe counterpart, Resorts World’s Zouk Nightclub, where attendees were able to dance the entire night away under on-theme Moroccanoil blue lights.
A Collective attendee poses with a Moroccanoil Chocolates model.
Artistic Demonstrations
The event included multiple artistic presentations over the three days, including a glamorous runway show at the welcome reception celebrating Moroccanoil’s new Chocolate color collection, a humorous, theatrical skit performed by the brand’s directors (Robert Ham, Antonio Corral Calero, Kevin Hughes) about how Moroccanoil's photoshoots come to fruition, and exciting hairstyling performances by some of the brand’s ambassadors during the Global Hair Competition finale.
Left to right: Global Creative Director Antonio Calero, VP of Global Education Robert Ham, and Artistic Director Kevin Hughes perform a funny skit on stage about brainstorming for a Moroccanoil photoshoot.
Courtesy of Moroccanoil
Breakout Sessions
Moroccanoil recruited some of their top Global Ambassadors to teach specialized breakout sessions at The Collective. A fan-favorite was Ashley Fisher’s (@ashandcobridalhair) “I Do Bridal” class, where she gave the attendees game changing styling tips while demonstrating a beautiful updo. One of Fisher’s biggest tips was that the front and top of the look are the most important parts – a nice face frame and volume in the crown are crucial for those bridal pictures!
London-based stylist Gareth Williams (@garethwilliamshair) hosted a session called Blonde Royale, where he shared some of his signature color tips using Moroccanoil’s Color Infusion line. Williams expressed that he loves using Color Infusion because it allows stylists to fully customize different tones for individual clients.
Greg Gilmore (@greg_gilmore) explained how to use Moroccanoil products to enhance the client’s natural curls in his Texture Essentials breakout. Gilmore shared a valuable reminder that many clients with textured hair can have different curl patterns on different parts of the head, and offered the hot tip that Blonde Voyage Clay Lightener is great for curls because of its gentle properties.
Mags Rosen (@themaneartistry) showed the audience her 30-foil placement method with Blonde Voyage and the new Chocolates collection before showing off some iPhone photography tips in her timely Fall Into Color session. While going over the foiling technique, Rosen shared the inspiring story of how she refused to give up when she was fired from her first in-salon position at 19, working her way up in the industry by building an exceptional portfolio and eventually coming to own her own salon. In our opinion, it’s a story every young stylist should hear.
Other sessions featured Global Ambassadors Lisa Dinh @lisadinhhairstudio, Jessica Scott @jessicascotthair, and Rachel Williams @rachelwstylist.
Global Hair Competition Finale
Along with an extravagant dinner for all attendees, Moroccanoil hosted the highly anticipated finale of their first-ever Global Hair Competition on the final evening of The Collective. Five finalists and their models took the stage to show off the looks they had worked so hard on throughout that day. The Collective attendees got to vote for a winner via their phones, which added an exciting interactive element to the competition finale.
Earning a whopping 37% of the vote, Northern Ireland-based stylist @___hairbynicole___ took home the coveted title for her beautifully vibrant color work. As the grand prize winner, Nicole received $10,000 USD, a Moroccanoil trophy, a salon retail package valued at $5,000 USD, $2,500 USD in Moroccanoil Academy vouchers, and opportunities to participate in special Moroccanoil shoots and events.
We’d like to extend a huge congratulations to @___hairbynicole___, as well as the other four finalists: @mattforhair, @ioanatodorann, @hairbynarcisa, and @orjanjakobsson_frisor_fotograf.
If you’re interested in participating in the future, be sure to watch the Moroccanoil Professionals website and @moroccanoilpro on Instagram for info on when the next Global Hair Competition opens for entries.
Attendees pose with a Moroccanoil surfboard at the pool party on day one of The Collective.
This inaugural event was truly a triumph for the Moroccanoil team, and definitely a weekend to remember for the high-quality education, inspiration, and community-driven fun. As for us, we can’t wait for the next Collective in 2025!
Visit moroccanoilprofessionals.com for more information on events, education, and products.
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