27 Settembre 2021

Whirlwind Euro Tour… by Fudge Professional!

In an phenomenal demonstration of skill, talent, inspiration and… STAMINA, Tracy Hayes, Global Head of Technical Training at Fudge Professional, led the Creative Team and other major brand contributors on a whistle-stop tour of northern Europe to support the work of key Fudge distributors and their customers. 

Tracy showcased the latest photographic collections and the fabulous Headpaint and Paintbox ranges, and raise awareness of Fudge Professional across Europe, as well as introduce the brand to clients in the UK, Denmark, Holland and Sweden


Kick-starting proceedings with the Alan Howard show in the North and then completed the tour in the South, these events saw a smaller, more intimate set-up in which 30 current and potential customers were invited to attend a look and learn seminar, an up-close-and-personal experience which saw cutting and colouring techniques on four models and provided guests with the opportunity to ask questions. Ross Johnston (Alan Howard Head Educator) and hair stylist Jason Dyer (part of the Fudge Professional Creative Team) were also on hand, helping Tracy Hayes create a line-up of two colour looks and two cuts that they presented to the enraptured audience. This provided the perfect opportunity to show Fudge Professional’s new products in action, with Headpaint Ash Infusions, Treatment Time Machine and Clean Blonde Violet Tri-Blo taking turns centre stage. 


Up next was Denmark, where Tracy Hayes hosted the first of her two big continental shows at the Papirhallen in Copenhagen, along with Danish distributor Headbrands. Flying out two days before, castings were arranged to ensure the models were the right brand-fit on the night. This show saw creative superstars and longstanding Fudge Professional collaborators Mazella & Palmer working with Tracy to produce colours and cuts, which were showcased within their own choreographed sections of the show. The audience enjoyed a Danish premier of Mazella & Palmers’s Paule and Demeure photographic collections, and a show stopping finale where the experts’ craftsmanship could be presented in situ. Afterwards, guests enjoyed their Saturday night with a buzzing party in which snakes and stilt-walkers made an appearance, and a DJ. 

The Netherlands

Onwards to Amsterdam, where the format of this educational event was a drinks reception; the perfect opportunity for Dutch distributor People4 to cut their teeth at their first educational brand event. The blank space of the Podium Mozaiek was transformed, branded in Fudge Professional’s infamous orange and black colour scheme and eye catching design. Mazella & Palmer drew in the crowds with their reputation for creative genius, unveiling their latest photographic collections Paule and Demeure, and cutting hair live on stage alongside Tracy Hayes. Jason Dyer contributed once more by executing showstopping cutting techniques in his role as part of the Fudge Professional Creative Team. 

“We’re passionate about education at Fudge Professional and our European tour provided the perfect opportunity to support our distributors by showcasing the incredible results that can be achieved with our innovative products,” commented Tracy. “It was also great to get in front of potential new customers and excite them with our collaborative creative projects. The tour was so successful we’re already in discussions to host further shows in additional countries before the end of the year, so watch this space!” 

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