Drawing 7,423 people, the event was welcomed positively by the crowd, which left the organizers upbeat regarding the debut edition.
“It has been a winning bet,” said BolognaFiere’s general director Antonio Bruzzone. “To organize On Hair in Milan, a format that is one of Cosmoprof Worldwide Bologna’s reference points since 2011, confirms BolognaFiere’s will to offer quality events for the cosmetic industry in the most strategic locations,” he added.
Held at MiCo-Fiera Milano Congressi, a 20-minute drive from Milan’s center, the event’s beating heart was a 4,000-people-capacity theatre where international hair stylists performed and showcased the newest trends and cutting-edge styles.
The live shows featured GHD’s art director Igor Rago; L’Oréal’s Franco Curletto and Carlo Bay; Tricologica’s Gabrio Staff; Gerry Santoro for Hi-Love Hair Show, and TMT Milano’s Jill Vergottini, among others.
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In addition to these, six renowned hair stylists, including Angelo Seminara, Anthony Mascolo, Mark Hayes and Tony Rizzo, performed concurrently during the Estetica Master Parade by Cosmoprof moment. Each master interpreted live one of the trends presented by the Estetica magazine, which ranged from Louise Brooks’ bob to Liz Taylor’s updo, from Mary Quant’s geometric mood to Sophia Loren’s Sixties style.
During the event, the “Hair Products Award” was also given for the first time. The prize was dedicated both to professional products selected by hairdressers among 19 categories, and products for resale in top-rated salons, voted by consumers among three categories: shampoo, treatment and styling.
The GHD’s platinum styler, a tool that allows to style the hair in curls, beach waves and straight, figured among the products honored with the “Best Professional Product of the Year.”
Igor Rago and GHD’s global educators Jo Robertson and Dafydd Thomas used it during their live performance, when they presented the brand’s three macro-trends for the season, divided in the playful, feisty and glam themes.
“GHD is a company working for the professional [field], but with the consumer on its mind,” said Rago. “Everything we do in communication, we do it to help our customers find the right look and interpretation at our salons,” he added, underscoring GHD’s ability to translate the latest beauty trends spotted on the catwalks into commercial concepts.
Inspired by Valentino’s and Alexander McQueen’s shows, braids embellished with tiny rings or golden elastic bands and loose waves dominated the brand’s segment, during which the hair stylists also revealed to the audience the key elements of GHD’s success.
“We have a lab in Cambridge where we have 60 scientists working on our products at the moment, so we’re bringing true innovation to the industry,” said Robertson, adding that the brand “is all about health, and beautiful, shiny, glossy hair.”
“For me, there are two main things that our clients always ask for in our salons: they want beautiful, shiny, healthy-looking hair and they want their style to last,” explained Thomas. “This is exactly the reason why I always use our Platinum Styler on my celebrity clients or my bridal clients, because I as a stylist have a confidence in style-lasting,” he concluded.
Other innovation included Tricologica’s VL-1 device, which grants immediate results in hair’s health through the use of oxygen. “We have discovered this tool six, seven months ago,” said Gabrio Staff’s founder Gabrio Giunti. “Through this device we registered an increase of 96 percent in hair scales closure, up 30 percent of strength and color duration and a 15 percent growth of hair volume,” he revealed.
Giunti also presented his trends on stage, which included edgy, three-dimensional haircuts realized according to one imperative: “the neck has to be covered, no more exposed necks,” he noted.
Hair stylist Gerry Santoro went the other way. During his performance, razor-cut motifs were showcased on both male and female models necks. “I always took inspiration from fashion shows, before,” he said. “During the last five years I started to travel, to North and South America mostly, and I got in touch with amazing barbers, who were using unique techniques,” he explained, referring to elaborate, geometric patterns made by razors.
Carlo Bay presented more feminine styles and took the chance to spotlight his team, which he defined as his “real strength.” “We started in seven, eight people and now, with over 30 [Carlo Bay] salons, we are over 300 people,” Bay recalled. “We are a strong group, and the fact that we opened [salons] in Beirut, Moscow, France and we’re about to open six other shops abroad, is the proof,” he ended.
Jill Vergottini, heir of a renowned Milanese coiffeur dynasty, showcased a geometric bob, which was part of her segment themed “Contemporary Japonism.”
The three-day event featured the 37th Italian Congress of Applied Cosmetology, which covered topics ranging from body treatments, technology and management to in-depth analysis on most requested services and legislative updates. Workshops about wellness and the latest trends in beauty treatments and nail art were also presented to the audience, which attended the event registering a 15 percent growth compared to the previous year.