Industry News

Farouk Turns Up Volume at ABS

Jan Hillenmeyer | March 14, 2013 | 2:05 PM
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Farouk Systems took its "Turn Up the Volume" campaign to America's Beauty Show.
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Anna Cantu, lead artist at ABS, styles onstage with BioSilk Volumizing Therapy Hair Spray.
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JUlian Macias finishes the models curls with CHI Keratin Silk Infusion.
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Leonel Rodriguez demonstrates his cutting techniques.
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Joe Anthony Pena takes a quick break from his onstage styling presentation.
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Olivia Culpo, Miss Universe 2012, and Miss Netherlands 2012 who was named Miss CHI 2013 and will be the new CHI spokes model.
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Farouk Systems celebrated the launch of its BioSilk Volumizing Therapy line at America’s Beauty show with platform Anna Cantu as she energized the company’s “Turn up the Volume” campaign before an audience of more than 500 stylists. All attendees at the stage show received free gifts of full-size bottles of BioSilk Volumizing Therapy Root Lift.

The CHI team also presented a sneak peek at the CHI Keratin line through behind-the-scenes video of the product being used backstage at the Miss Universe 2012 pageant. The company handed out more than 10,000 samples of CHI Keratin Silk Infusion.

The “scissor slingers” Joe Anthony Pena and Rocky McCormick gave the audience a taste of their lighting fast cutting techniques in a presentation that they call “edutainment.”

Farouk Shami, founder and chairman of Farouk Systems, and Miss Universe 2012 Olivia Culpo appeared onstage to announce the winner of the Miss Universe CHI Model Search who will become “Miss CHI 2013” and represent CHI as its spokes model. Miss Netherlands Nathalie Den Dekker was named Miss CHI 2013. Shami also appeared behind the chair onstage to create an up do for Miss Universe, calling it “the perfect hair for the perfect lady.”

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