Beth Minardi took the stage on Monday January 28, to introduce her new Beth Minardi Signature Hair Color to Chicago area colorists at the Rivers Casino in Des Plaines, Illinois.

The brand new color line was detailed by master colorist Minardi for whom Beth Minardi Signature Hair Color has been “30 years in the making,” and came to fruition with Minardi’s personal collaboration with Joico and Zotos chemists. Because of the newness of the color line, none of the attendees had had the opportunity to use the color, but were there to learn about the brand from the person they all regard as a personal hair color mentor.

Minardi’s career as a colorist, salon owner and educator has included working on the development of several major hair color brands, but, as the name implies, Beth Minardi Signature Hair Color is hers. “This is me,” she said acknowledging that, aside from her daughter, hair color has been her life and her passion.

Minardi outlined the special features of the line, which includes Permanent Crème Color for lift and deposit, Demi-Permanent Crème Color and Demi Permanent Liquid Color for deposit with no lift.

“The most important oath that doctors take is to ‘first, do no harm’,” says Minardi, who concedes that hair color “re-arranges the hair and leaves its mark.” However, Beth Minardi Signature Color is formulated with botanical extracts that nourish and condition the hair for added manageability and shine and protection against damage.

“We have seen so much change in technology in all areas,” said Minardi. “You can cross the country in a covered wagon or a jet. Hair color technology has also changed dramatically with improved dye molecules and ingredients that mean hair color should beautify the hair as well as color it.”

Minardi emphasized that hair color brands do not need to include a dizzying array of shades. “Beth Minardi Signature Hair Color gives you every shade you need and none you don’t need,” she said.  

After a detailed introduction to the brand and a lively question and answer session, Minardi introduced colorist Raymond Serio of Melandre Salon in Nutley, New Jersey to explain how well the color has been received in his salon during its test period. Serio presented images of dramatic make-overs on real salon clients who were transformed with an application of Minardi Color.

Minardi explained to the group of 200 hair colorists that if they select Beth Minardi Signature Hair Color they can become certified in the color with education that features three certification modules. And, any Beth Minardi Signature Hair Color colorist can e-mail Minardi directly with questions, as long as they only concern hair color, she joked.

Before breaking to mingle with guests and answer more questions, Minardi introduced Joico guest artist Steven Wang who showcased his work on stunning red, blonde and brunette models.

The event, which included brunch hors d’oueves, concluded with the room raising their Mimosas in a toast to Beth and her new hair color. Visit Minardicolor.com.