08 December 2019, Dubai, UAE– Masrouji, distinguisheddistributors of reputed professional haircare brands across the Middle Eastintroduced exciting new lines of premium quality products from Alfaparf Milano.
The new product lineswereunveiled at itsexclusive showcase events organized in Shangri-La Hotel, Dubai and Radisson Blu Hotel, Al Ain. Some of the most respected experts and specialists within the professional beauty industry, including fashion and beauty enthusiasts, salon owners, hairdressers and influencers attended the events.
Guests had the chance to meet internationally acclaimed hair expertand Alfaparf Milano’s global trainer Kenneth Frost as well as participate in workshops led by Masrouji’s hair care educator Natalia Tsishkevich, who imparted their extensive knowledge on hair styling and coloring.
Alfaparf Milano the #1 Italian brand in the hair salon industry worldwide and also a part of the Alfaparf Group – a leading Italian multinational manufacturer of professional, high-performance, premium hair color, hair care and styling products, was the highlight of the show.
Alfaparf Milano’s new range of products that went on display included:
- Elegant LEONARDO Line (new hair color collection featuring six new shades inspired by Leonardo da Vinci Renaissance theme);
- The delicate Semi Di Lino scalp line (covering energizing, balancing, purifying, and calming micellar shampoo lines, rebalance exfoliating scrub, calming and energizing tonics as well as energizing lotion forming the updated line with an improved formula for solving scalp problems;the unique ingredient composition contains a macrobiotic system based on pre- and probiotics);
- VibrantBB Bleach free style powder(bleaching line for stylists who like painting and creativity on hair to make their own patterns. This product is perfect for free hands techniques like balayage, ombré and hair highlights. BB powder has Bi-Bond reconstruction complex with innovative ingredients which help protect and at the same straighten the hair during bleaching).
Favored by professionals, celebrities and end users alike, Alfaparf Milano’s lines is the result of the research, thorough testing, collaboration with international hair stylistsdesigned to completely transform the look of the hair without compromising the quality and safety of the hair fiber. Hair care products are designed for both normal as well as color treated hair and leading to instantaneous shine, from shampoo to styling.
Hosted under the umbrella of the newly launched professional training academy MASTERY that serves as an educational hub and learning platform for beauty professionals, the events featured a series of educational workshops, a catwalk and video presentations demonstrating the exquisitely remarkable premium “Parallel Universe Collection” cut, styled and colored by Masrouji and Alfaparf Milano experts. The event also included interactive sessions with attendees bringing the genuine art of hairstyling to life.
Dr. Peter Rostom, Regional ManagerMENA, Masrouji said, “We’re excited to introduce a new collection that stays true to its brand philosophy. At Masrouji, we are committed to the development of the professional beauty community and in bringing the latest and highly sought after professional hair products to our customers. For this purpose, we’ve just launched MASTERY – Masrouji’s professionaltraining academy for beauty to support specialists with professional advice, practical workshops and training to help them develop new skills to grow a successful business in the beauty industry”.
We consider ourselves to be the go-to destination for professional advice and highly desired and premium quality hair care products,and it was a great opportunity to organize these first series of events and showcase Alfaparf Milano to the customers in the UAE,” added Dr. Rostom.
Masrouji will be hosting a series of exciting events in 2020 focused on professional training & development, introduction of innovative beauty products and demonstration of trendy hairstyling and coloring techniques.