On the occasion of Hairstylist Appreciation Day on 25 April, German haircare major Wella launched ‘WeCreate’, billed as its first global digital event celebrating hair artistry and craft.
Wella headliners from across the globe including Tokyo, New York and London shared techniques, looks and business insights with approximately 70,000 hair and nail professionals from 139 countries including India, who had signed up to join.
The sessions featuring a line up of 26 international stylists was streamed simultaneously across two online channels ‘We Inspire’ and ‘We Transform’ encompassing four hours of exclusive sessions.
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The event hosted by Patrick Cameron also marked the announcement of winners of a Wella International Trend Vision Award 2021.
WeCreate showcased Wella’s commitment to the professional beauty community as the industry has been battered by the Covid19 pandemic, which has forced salons across the globe to shut down, informed an official statement. For this reason, the company made the event available for free to hairdressers and nail artists, regardless of their brand affiliation. The effort represented an estimated Rs. 111.1 crores in waived participation fees, to help the sector bounce back from the crisis, according to the company.
Laura Simpson, CMO, Wella, said, “WeCreate demonstrates our commitment to supporting the professional community at a time when they need it most. For this reason, the event has been free and open to everyone, whether they are Wella customers or not. Now, more than ever, hairdressers need inspiration to be able to come back to salons with even more vigour and passion than before. It is of course symbolic that the event itself took place on April 25th – Hairstylist Appreciation Day. And, as always, we are there to support, educate and inspire as one global #WellaFamily!”
In addition to known names, WeCreate also offered a pedestal for new faces, introducing up-and-coming talent from around the Wella world.
