Showcasing commercial and creative techniques to more than 40 salon owners and stylists.
Published:ALFAPARF Milano Professional Brand Ambassador UKI Jamie Benny brought the brand’s latest colour innovations to Manchester. The second of two showcases highlighting the brand’s latest colour portfolio took place at fivefourstudios, where Benny delivered a hands-on masterclass focused on the newly launched PIGMENTS Direct Colour System.
The system includes six new Direct Color Creams, alongside the new Pearl .8 shade, which joins the existing 12 Ultra Concentrated Pure Liquid PIGMENTS. Also introduced is the new Color Lab Cream Base, designed to give colourists further scope to customise their colour creations.
The masterclass was designed to reflect the realities of working behind the chair, with Benny drawing on his experience as a salon owner, colourist and stylist to demonstrate both commercial and more creative approaches to colour.
Guests were taken through six colour trends across six live models, with Benny highlighting the inspiration behind each look. The trends showcased were Scandi Blonde, Rose Copper Blonde, Espresso Contour Brunette, Muted Brunette, Copper Brown and Mint Green.
Benny noted that the inspiration images used during the presentation reflected the types of colour clients are currently bringing into the salon and asking their stylists to recreate.
The live demonstrations also gave attendees the opportunity to see Benny’s colour placement techniques at close quarters, as well as assess the condition and feel of the finished hair.
The event began with welcome drinks and an opportunity for guests to explore the brand’s latest launches. These included the LIGHTS CO Scalp range and Holiday Kits, Semi di Lino Milano on Stage Holiday sets and the latest ALFAPARF MILANO Pro Tools releases.
A dedicated play table also allowed attendees to experiment with the new PIGMENTS Direct Color System themselves.
The afternoon combined education with a relaxed social element, including canapés and ALFAPARF Milano Professional-branded cookies, while giving guests the chance to spend time with Benny and explore the new colour system.
Benny said the event gave him the opportunity to demonstrate the breadth of the professional portfolio while working creatively with the new system.
“Being able to create six beautiful looks on live models that demonstrated both salon friendly and creative techniques is a dream as an educator, creative and salon owner.”
He added that he particularly enjoyed sharing the experience with fellow hairdressers and the ALFAPARF Milano Professional team, as well as experimenting with the new PIGMENTS Direct Color System.
Guests left the event with a goodie bag inspired by Benny’s masterclass, as well as a creative challenge: to produce their own look and share it on social media for Benny to judge.
One winner will receive an ALFAPARF MILANO PRO TOOLS kit, featuring hairdryers, straighteners, clippers and brushes.
The Manchester event forms part of ALFAPARF Milano Professional’s ongoing focus on colour education, giving salon professionals the opportunity to explore new products while seeing how they can be translated into both wearable salon colour and more creative work.
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