The action-packed programme also included technical workshops during the Hair Congress. This true “salon within a salon” reunited not only the top professional academies but also alternative brands such as Aveda here in France for the first time. Not to mention Tribu-te, an “alternative” reference point and the AIPP Trophy which rewards international talent.
The only problem was overcrowding in the aisles, which just serves as proof of how successful and revitalized this edition was. The industry “big boys” were wildly enthusiastic and went all out to present stands with wonderful visual impact. For example, the L’Oréal Professional Products Division presented its five brands in an area dedicated to the theme of “salon of the future”. This area focused on design, introducing different projects with an ultra-modern slant and all based on sustainable development – from eco-zen for absolute relaxation, to Vintage-style eco-recycling and Eco-nomic, the new area dedicated to fast service.
And involved thousands of visitors with non-stop shows on the stages of various brands. Special note should be taken for Sam Villa's spectactular performance and Jason and India Miller's originality. Procter&Gamble also proposed some very interesting ideas in a powerful initiative, choosing to present all of their numerous brands together. An opportunity to discover products lines that are not yet marketed in France and enjoy 27 shows on the main stage, 17 workshops, 12 teams, and 131 models. The event was truly rich and innovative with inestimable artistic and technological prowess, a real leap skywards for the world of hair cosmetics.