Planned to be held in Dubai's Al Bustan Rotana Hotel on Sunday March 17, 2002 the Wella Middle East Hair Show - Cutting Edge - has been uniquely designed by Wella as part of a comprehensive programme to drive expertise in the professional division of the hair cosmetics industry throughout the region.
Fady Salwan, Professional Division Manager, Wella Middle East, announced details of what is planned to be the first annual event of its kind; one specifically created for an expected invitation-only-audience of over 400 hairdressers from around the region. Approximately 200 of whom will flying in to Dubai as guests of Wella especially for the event.
"The young, modern and trendy show will feature a Trend Vision Hair Fashion Show, presented by one of the world's and Wella's leading hair stylists, László Hajas, who will showcase the latest trends for 2002 - Modern Eve, Prismatic Diva and City Bird of Paradise".
The event will also act as the official launch of Wella System Professional (SP) - a revolutionary salon-only hair care collection that will offer hairdressers for the first time a comprehensive range of professional products that will meet the individual needs of their clients hair and scalp on any given day.
System Professional is expected to build Wella's reputation as the hair care expert and boost their well-established and strong range of professional products, namely: High Hair (Style), K2000, Blondor & Koleston Perfect (Colour) and Lifetex (Care).
Commenting on the event, Kamil Najjar, Regional General Manager, Wella Middle East said:
"The Wella Middle East Hair Show - Cutting Edge is the cornerstone of a comprehensive programme to drive expertise in the professional division of the hair cosmetics industry throughout the region. It stands as testament to our commitment to the professional hairdressing category and to our valued partners in this important market - we hope that this will in itself become a truly trend-setting annual event"
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Wella announce first-ever Middle East Hair Show Cutting Edge
- United Arab Emirates: Wednesday, February 13 - 2002 at 10:28
- PRESS RELEASE
In a news conference held in Dubai, Wella, the hair care expert, announced their plans to stage the first-ever Wella Middle East Hair Show - entitled 'Cutting Edge'.
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Notes and media contacts
About Wella:Formed on July 1, 1880 by Franz Ströher, Wella is Germany's largest and the world's second largest - producer of hairdressing products (Colour, Style and Care) for home and professional use.
Wella employs 17,000 people world-wide and is headquartered in Darmstadt, Germany and is represented in 153 countries, of which 18 include production facilities and 86 have dedicated Wella Studios - all committed to excellence in haircare.
About Wella Middle East:
With the celebration of the first year anniversary of the Wella Middle East Regional Office in Dubai, UAE, Wella Middle East also celebrated record sales growth. It has recorded a 22 % increase in IMS (In Market Sales) for the year 2001 and 23% in export sales, with Saudi Arabia alone being the largest single partner country importer of Wella products in the world.
While ranking no. 2 in the total retail hair care market, Wella continues to hold the leading market share position in three out of the four hair cosmetic categories. Wella leads the market in Colour, Styling and Conditioners, reaching up to 72% of the colour market in Kuwait, which is the highest market share by Wella in retail colour world-wide.
The double-digit growth within the Wella Middle East group is also reflected through Wella's performance world-wide with an exponential sales increase of 14.4% to Euro 2.274 million recorded between January to September 2001, compared to the same period for the previous year of Euro 1.988 million.
Further Information:
For further details on Laszlo Hajas, Tap Dogs or System Profession contact:
Hannah Naji, Senior Consultant
Impact Porter Novelli
For Wella Middle East
PO Box 19791. Dubai, United Arab Emirates
Telephone: 9714 330 4030, Fax:9714 330 4031
Posted by Anne-Birte Stensgaard, News EditorWednesday, February 13 - 2002 at 10:28 UAE local time (GMT+4)
Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of AME Info FZ LLC / Emap Limited.
This article was updated on Wed Oct 15 2003.
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