h4ufme (Singapore) - - Post Report Hairppening -

Date: 1st – 4th April 2015 Venue: Seoul, Korea


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.


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.


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.


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

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