The Event: An annual family-reunion of the Paul Mitchell tribe, The Gathering 2016 launched in Las Vegas at the Aria Resort on Monday, August 15, and will conclude on Wednesday, August 17. In those few days, a wealth of information is communicated to the attending stylists, salon owners, Paul Mitchell staff and field team.
The Details: This year's event was lit-up by the launch of NEON, a care and styling line geared toward the younger consumer who wants style that stands out at an appropriately affordable price-point. The brainchild of Paul Mitchell Vice Chairman Michaeline DeJoria, the line has a strong anti-bullying message and was developed to appeal to the Gen X-ers--those born after 2000. "You didn't need a new line of products to make you cool because you just are cool, " DeJoria said, addressing a crew of young dancers and brand ambassador Dytto. "I look to you and if you're wearing it, I decide it must be cool and I want it." And to the press gathered in the NEON media room, DeJoria said: "You can't tell them how to be, they teach others how to be."
Onstage: It was this spirit of invention and personal expression that animated the entire day. Paul Mitchell Co-Founder and Chairman John Paul DeJoria, after roaring onstage on a motorcycle, asked the stylists to visit a conference room to tell their stories via a video interview with Corporate Cultural Ambassador Mara Gourdine. "This is part of our culture, this sharing, and we have always come onstage and talked to you and now we want you to tell your stories," John Paul said. "Everything we do, we do for you."
A launch of the demi, 27 new liquid demi-permanents in intermixable shades, was introduced onstage, with scooter-riding models, rocking Kate Spade-eseque bobby socks and high heels, rhinestones, feathers and fun.
Winners of the first Paul Mitchell Color Competition, "Color Outside the Lines" were announced onstage, as well. Top honors in the three categories went to: Best National, Tyson Noriega; New Talent, Amanda Smith; and International, Alexandria Garner.
The Education: Onstage in the ballroom, top artists like Mary Cuomo and Noogie Thai offered 'look and learn' presentations on style and color while in break-out sessions, stylists worked hands-on under the careful eyes of Paul Mitchell educators. A business class is also offered by Antony Whitaker of Grow My Salon Business.
The Party: Paul Mitchell always achieves a balance between work and play. At a Black Tie Event on Monday, MODERN SALON's Maggie Mulhern interviewed John Paul DeJoria and his wife, actress and brand muse, Eloise DeJoria.
Stay tuned: More on The Gathering to come. NEON launches in September. Follow #modernsalon for up-close #pmgathering excitement.
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