More than 100 guests – press and influencers – followed the invitation to join the movement and discover the meaning behind the new haircare and styling brand, its beliefs and products. First, they were guided through four experience areas based on the pillars of Authentic Beauty Concept, which reflect the shared values of the #authenticbeautymovement in its manifesto.
The Pure Formulas area was all about senses: touching the formulas’ textures, smelling the pure scents developed by a fragrance house, and seeing the different steps of extraction of the key ingredients’ essences through ultrasound extraction and steam distillation. The fact that consumers are redefining codes of consumption and beauty is leading to a change of consumption behavior. The pure, free from, carefully selected vegan formulas used in Authentic Beauty Concept are crafted as a response to this new now and were displayed and discussed at the event. It was also an occasion to discover the minimalistic and premium in-salon material, which was inspired by Scandinavian design and developed to support the salon client’s experience.
In-salon clients want to disconnect through a mindful experience – the Memento – a moment worth remembering. How to do the consultation with the client, how to mix the essence to the mask and the caring moves to make the most of the treatment were presented. The guests were also invited to experience the power of disconnection by joining a meditation session. Impressive simple tools such as blindfolds and sound-cancelling earplugs were used to make the experience of escaping hectic urban life dazzling.
Afterwards, Hester Wernert-Rijn and Linda Shalabi shared their vision and skills on how to create perfectly (im)perfect styles using Authentic Beauty Concept styling products. Natural individual looks, textured styles for fashion shows, editorial looks and everyday salon styles were demonstrated on four models as their interpretation for authentic hair. As seeing is believing, of course everybody had the chance to try the styling products and receive expert tips.
The No-Filter attitude station was led by Said Rubaii and Ismérie. They explained why they joined the unique curated community #authenticbeautymovement. With the mindset of “just be yourself,” they demonstrated how raw no-filter aesthetic aligns with their own philosophy, in their personal lives and their own salons. “It’s our individuality and character that gives us beauty. Honesty is attractive.” Authentic Beauty Concept connects like-minded people from different fields and encourages others to share their stories and values in an inspiring conversation. Those recorded open discussions were displayed in the video experience booth.
Thus, immersed in the world of Authentic Beauty Concept, it was time for everyone to join the movement by getting creative, exchanging ideas, learning new skills and crafting beautiful things.