Wella roll out the red carpet for first-ever Middle East hair extravaganza

Held in Dubai's Al Bustan Rotana Hotel on Sunday March 17, 2002 the Wella Middle East Hair Show - Cutting Edge - was 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.

Committed to delivering strictly the best, the show was the first ever of its kind to be staged in the Middle East and became the pivotal platform for Wella to announce it's unique and innovative initiatives for 2002 and beyond.

Commenting on the inaugural hair show, Fady Salwan, Professional Division Manager, Wella Middle East, said:

"As the global trend-setters in hair, we thought what better way to launch our Professional Division and Professional Programme for the Middle East than with a new trend: The first-ever Wella Middle East Hair Show - Cutting Edge."

"Building on Wella's reputation as the young, modern, trendy and hair care expert, it was essential that the elements within the show reflected this image. Hence, we created a show tailor-made for hair stylists and featuring an international line-up of artists."

To get the show underway the audience was engaged in a theatrical tour into the imaginary world of an Alternative Hair Salon, with the stage erupting into a foray of multi-coloured lights and dazzling hair wigs. Guests were entertained by the animated manner of the larger than life clientele being pampered by their charming hair stylist and his whimsical assistant.

Marking their Middle East debut performance, was the multi award-winning dance troupe, Tap Dogs, who illustrated why they have become a worldwide success. The six-man dance sensation wowed the audience with their energetic and electrifying tap techniques, presenting a musical fusion combining "the strength and power of workmen with the precision and talent of tap dancing".

The crowd's attention was then directed from the feet to the hands as the audience welcomed on stage one of the world's and Wella's leading hair stylists, László Hajas, to present the first-ever Trend Vision Hair Fashion Show held in the Middle East. The Hungarian coiffeur demonstrated his natural flair by presenting the latest global Wella hair trends concurrently being seen on the international fashion circuit, and comprising three individual styles - Modern Eve, Prismatic Diva and City Bird of Paradise.

As if receiving its own makeover the room softened to a cool, crisp and serene ambience for the official launch of Wella's System Professional (SP) - a premium salon-only hair care collection. It was an experience for all the senses as the stage became illuminated in the creamy pastel and translucent shades depicting the product packaging, fused with the aromatic fragrances of SP.

With more than 400 hairdressers from around the region, 200 of whom were flown in by Wella especially for the occasion, the event proved the ideal platform to introduce System Professional. The revolutionary range offers hairdressers a comprehensive selection of professional products that will meet the individual needs of their client's hair and scalp on any given day.

Speaking at the event, Kamil Najjar, Regional General Manager, Wella Middle East said:

"Wella's philosophy has always been to break the mould and the innovator when it comes to hair care. And while we are the first to stage a show of this magnitude, we are also the first to introduce the trends for 2002 and the first to bring Tap Dogs out to the Middle East."

"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."

Ends