L'OREAL PROFESSIONNEL ADVANCED TEXTURE PROGRAM IN SEOUL
Date: 1st – 4th April 2015 Venue: Seoul, Korea
A GATHERING OF SORTS
Pardon me for my expression of awe, but when you gather 20 industry veterans and have four entire days with them, it is as if one has opened a lifetime's worth of manuscripts that one has yet to discover. It was a gathering of friends, of the like minded. Conversations flew across the dining tables easily as the owners and top stylists from 10 different chains lunched at the highest restaurant in Seoul.
SKILL UPGRADE AND EXPOSURE
At the turn of the month for four days, from 1st April 2015 to 4th April 2015, we whisked the 20 participating owners and stylists to South Korea, the heart of Asia's beauty and hairstyling scene. Part of a yearlong program, the trip to South Korea aimed to offer insights into the latest Asian trends and arm our salon partners with practical texture techniques to enhance their business.
The Advanced Texture Program trip was planned right down to every detail for it to be informative, practical and memorable. Certainly, this overseas trip also couldn't pale in comparison to the adventure and thrill as 2014's LOreal Business Forum in Dubai, which had set the bar for L'Oreal PPD's trips – simply ask the participants of last year's trip to Dubai!
Right from day 1 when we disembarked and stepped into the chilly 15 degree Celsius air, the excitement and anticipation of our group were hard to miss. The long flight from Singapore also could not stop the heightened chatter that went from creative perm ideas to shopping sprees at Myeongdong and late night suppers at fried chicken stands and Makgeolli bars.
AN EXCHANGE OF INSPIRATION
Salons literally dot the streets of every district in Seoul, from consumer friendly Myeongdong, expatriate-centric Itaewon to upmarket Gangnam. Due to our close relationships with L'Oreal offices worldwide, we were able to visit the renowned 3Story, With Total Beauty Salon and Vaira Beauty Salon. South Korean salons have a holistic approach to beauty. On top of hair services, they aim to transform their customers from head to toe – including makeup, nails and even bridal services! Moreover, salons like With Total Beauty have clear dedicated areas for each of the beauty service. The concepts of these salons were definitely an eye opener.
A PRACTICAL TOUR OF KOREAN PERM
Undoubtedly, the highlight of the trip was the workshop by celebrity guest artist, Kang Seong Woo – stylist to the stars and of top fashion shows in South Korea.
Inspiration creates art. It was humbling to take a peek into the thoughts and emotional journey of one of the most established artists in South Korea. As Kang shared his insights and vision, one can see his passion for the art flowing through.
Two very distinct styles were showcased of which both were the hottest selling look for the Spring/ Summer season in the Korean consumer market. Both exuded finesse yet wearability. The daylong seminar-workshop culminated in a practical hands-on session where our stylists were able to try out and practice the styles. Certainly, with the deep expertise and creativity of our veterans, the styles served as a great starting canvas for them to re-innovate and tailor them to suit their customer market back in Singapore!
Main outlet & academy of celebrity
stylist, Kang Seong Woo
Picking up some Korean term tips from Vaira Beauty Salon stylists
Exchange of salon marketing & business tips with the marketing & operations personnel at With Total Beauty Salon
Summer styles ’15, South Korea
L’Oreal Academie South Korea