L'Oréal Professionnel raises the UAE up to international standards with its newly enlarged professional hair academy

The new academy now ranks as the largest in the Middle East.

'At L'Oréal Professionnel, we aspire to help, motivate and inspire the desire to create,' explained Fabrice Megarbane, General Manager L'Oréal Middle East Professionnel Product Division. 'But it doesn't just stop at that - by providing the technical know-how via our training programmes, we take our level of involvement a step further and couple our partners' dreams with expertise and the direction that then takes them towards success.'

'Education remains one of the pillars of L'Oréal Professionnel's philosophy and the newly-enlarged academy is testament to our commitment to education.' Megarbane added.

L'Oréal Middle East, in association with their loyal partners in the UAE, Allied Enterprises, first opened doors to its acclaimed L'Oréal Professionnel educational system to partners in the region, with the opening of its Academy in the UAE in 2005. The enthusiastic response from stylists and colourists across the region prompted the swift opening of more academies.

The newly - enlarged L'Oréal Professionnel Hair Academy, that was earlier located at the Gulf Tower in Oud Metha has now been relocated to the more spacious and attractive Reem Residency, near Lamcy Plaza. It can cater to from 20 to over 60 hairdressers at a time and will offer simultaneous courses and workshops based on its L'Oreal Professionnel, Kérastase and Matrix brands to professional hairdressers ranging from seminars, through Colour Keys, Colour Change 'One Day for Blondes' to Advanced Education Workshops. Each course is offered for a nominal fee with the Essential and Advanced Education, Colour Collections workshop and artistic seminars.

Providing essential education, the courses taught at the academy will cover every aspect of the business - technical, relational and managerial - using teaching techniques developed specifically for the L'Oréal Professionnel brand and tailored to suit the individual needs of clientele of the various nationalities that reside in the UAE. Seminars and workshops by visiting international celebrity hairstylists will ensure that stylists in the UAE remain up-to-date with international hair trends.

The classes will also portray to students the art of effective merchandising, exploring profit opportunities and enhancing knowledge of colour changing. The classes are technical but also fashion driven and the Academy is open to any hairdresser working in a salon that works with L'Oréal Professionnel.

Offering leading edge technology from one of the fashion industry capitals, L'Oréal Professionnel has already established itself as the leading choice of professional products amongst the elect salons in the region. With over 10 technical trainers and 4 Academies around the GCC region, L'Oréal Professionnel remains passionately focussed on providing the latest and best in beauty, fashion and business services motivating hairdressers to express their creativity and achieve the pinnacle of professional excellence.

'We've received a fantastic response from stylists who've successfully completed courses at the L'Oréal Professionnel Academy,' said Sophie Abid, Education Manager, L'Oréal Middle East Professionnel Product Division. 'The feedback showed that apart from being a very exciting experience, the courses also allowed hairdressers to enhance their expertise and develop greater self-confidence. '

As a fashion leader, L'Oréal Professionnel has established its prowess in the analysis of trends in the international arena as well as in the Middle Eastern region and has ceaselessly worked towards making the desires of its consumers become reality.

'Hair is no longer a fashion accessory purely for backing up wardrobe collections, it too embodies the interpreted trends,' concluded Fabrice Megarbane.

'The goal of our Academies is to elevate hairdressing and have it recognized as an art form that is essential to fashion. We aspire to provide an opening whereby the greatest talents emerge and lead the way in enhancing this art and satisfying the desires of fashion-forward women across the world.'