Expert Advice

Wella Open House Global Media Event

Maggie Mulhern | October 29, 2013 | 10:43 AM
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Dr. Biana Piraccini, Dr. Carsten Goebel, Maria Castan and Srebi Hanak chat about the science behind the new color launch.
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Adil Mehboob-Khan and Srebi Hanak open the conference.
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Josh Wood and Eugene Souleiman introduce the Urban Native trend.
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Josh Wood and Eugene Souleiman introduce the Borderline Beauty trend.
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Eugene Souleiman sports a new hat.
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An Avant Garde look from the fashion show.
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Wella "Open House", the Global Media Event
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(Left to right) Kevin Otero, Wella Vice President, Global Operations; Sylvie Moreau, General Manager at Procter & Gamble.
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THE EVENT: Wella "Open House", the Global Media Event to introduce the international press to the latest Wella Professionals initiatives and to learn more about the trends for 2014.

THE DETAILS: More than 100 members of the press came to London this week to learn more about a new color launch, new product and service innovations, the latest Wella "green" campaign, the Wella Unicef program and more. Presentations were made by scientists, dermatologists and other key Wella Professionals guests and colleagues.

TREND VISION REVEAL: A highlight of the press event was the Trend Vision Reveal, a presentation of the new looks for 2014. Wella Professionals Creative Directors Josh Wood (color) and Eugene Souleiman (style) revealed the trends offered as a spring/summer and autumn/winter collection. The spring/summer trend, URBAN NATIVE, celebrates undone texture, effortless style, worn-in comfort and colors in creamy nudes, faded brights and stonewashed brunettes. The autumn/winter trend, BORDERLINE BEAUTY, utilizes gray as a catalyst next to bright colors with overcast brunettes, mustard blondes and brick shades all on evolved symmetry and challenging texture.

BEST PRACTICES: Modern was invited to meet with key executives to learn more in depth detail about Wella Professionals initiatives.

-Adil Mehboob-Khan, President P&G Salon, elaborated on the keys to the Wella Professionals environmental campaign. "More than 20 million liters of water have been saved around the world from Illumina Color rinse," says Mehboob-Khan. "16 million pieces of paper and 2,000 trees have been saved as a result of Wella Professionals efforts." (Mehboob-Khan suggests all salon professionals go to to learn more and to learn how salons can get involved.) He also responded to the question about why some products are introduced first to Europe before their US introduction. "There is no formula," he says. "In some cases, products are introduced first to North America, particularly Nioxin and Clairol products." Concerning International Trend Vision, Mehboob-Khan is excited that it will occur during Hairworld (to be held in Frankfurt, Germany May 3 - 5, 2014)  "It is a wonderful way to bring the Wella family together and to give out talents exposure to the world stage."

-Kevin Otero, Wella Vice President, Global Operations, shared details on his Wella study, comparing best practices of top 20 salons around the world. "Things are traveling quickly globally," he says. "Service is what sets these salons apart. It's more than just offering coffee. It's going beyond hair. Salons are delivering more in the beauty experience. They are also going beyond the salon...going outside the salon. These better salons are connecting digitally and having more involvement on social networks. These salons are having a dialogue with their clients and leveraging media to connect...including tips on styling and reminding clients about appointments. The salon itself is becoming an extension of the salon owner or a particular aspiration or idea of the salon owner. For example, a salon owner into yoga will bring in a yogi once a month, or another salon brings in a cutting edge DJ on certain nights. There is a salon offering coffee tastings of the best coffees around the world. Salons are changing to the needs of their clients....staying open later or opening earlier." When asked where the North American salons are challenged, Otero mentioned getting top talent in the salon. "We've learned that salon owners feel that recent grads are not ready. As a result, they are creating more internal training programs to address this challenge. The foundation of International Trend Vision addresses this as well...trying to build future talent in the industry by developing skills."

THE GRAND FINALE: The day wrapped with an Avant Garde fashion and hair show from Wella Top Artists Dimitri Vinokurov and Hester Wernert-Rijn. The show demonstrated the extreme versions of Urban Native and Borderline Beauty. (The entire show will be available on as of 2pm November 1. See a clip of the finale here.)

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