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Wella Professionals, Oribe Join Forces

The alliance will focus on developing joint programming for educational events.

Wella Professionals Color and Oribe Hair Care have formed a strategic alliance for education.

The alliance will focus on developing joint programming for educational events such as Oribe Ateliers, a series of hands-on workshops that will be held nationally beginning at the end of September, and Oribe Backstage, a yearly gathering of the brand’s hairdresser network. Programming topics will include color and hair trends and product training for both companies’ networks of salons and artists. Oribe products are currently available in about 1,000 salons.

“For those who would ask why an independent prestige company and a company of the size of ours are partnering, I’d point out that the world is changing and the consumer continues to evolve, as well,” said Reuben Carranza, chief executive officer of Procter & Gamble Salon Professional North America, which owns Wella. “She is looking at multiple sources of inspiration for her hair. We believe this partnership will provide inspiration not only for salon owners and stylists, but for their customers. We see this as the start of a very exciting partnership.”

Wella will focus on hair color, which Oribe Hair Care does not produce. Tevya Finger, who is co-president of Oribe Hair Care with Daniel Kaner, noted that Oribe Hair Care will partner with Wella to integrate color into the brand’s educational programs. “We will be able to help each other in doing education, sharing trends and coming together in a much bigger way,” said Finger. “It makes a lot of sense to deal with likeminded people who understand the market and who have a similar long-term vision. P&G also has incredible economies of scale and expertise in education and planning events.”

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To kick off the alliance, Oribe will headline a special stage presentation for Wella Professionals at the annual Intercoiffure America/Canada event at the Waldorf-Astoria in New York City on Oct. 15 to 17.  He will also appear as a guest artist at Wella Professionals 2011 International Trend Vision Awards event on Oct. 29 in New York City, exclusively for Wella’s top North American hairdressers, who currently number more than 3,000.