ESTETICA Magazine USA (2/2022)

pros at CHI Footwear were were lined up just to learn that many sizes were already sold out by noon on the first day.
Scott Hagstrom, Farouk Systems President of Retail Sales, explained how the shoe is designed specifically for the salon
professional who is on his or her feet all day. “There’s nothing like this shoe” he said to the crowd that had gathered.
Moroccanoil had a simply gorgeous stage show with demonstrations on cutting, styling and color enhancement. Over
at Keratin Complex, style experts crowded the booth to learn about the new KCTexture Curl Enhancing Treatment and
EBO Treatment. BabylissPRO was the place to go to learn more about the latest and hottest barbering tools. Attendees
were lined up for their education, but it was the Custom FX that had everyone buzzing. Another sell-out.
It was the feeling of community and life returning to “normal” that made this show so successful. As people exited
on the last day, no one had a better wrap up line than Dr Farouk Shami, Founder and Chairman of Farouk Systems, Inc.
“There is no better feeling than connecting with professionals about our passion for haircare.”
“Premiere Orlando was an exceptional event for BabyLissPro.,” observed Alan Stockman, SVP,
General Supervisor at Babyliss, Conair Professional . “We designed our space with an eye toward
connecting with customers, driving engagement, educating and entertaining. People haven't been
together in a substantive way in more than two years – BabylissPro wanted to make sure we
provided a great space to get back together and I believe we did .”
Luis Alvarez, Matrix, shared
“
The professional salon experience has always been social in nature. Through good and bad times
our creative process has always been collaborative at its core. That’s because hair artists seldom
create in isolation and our community thrives best when united as one. It was encouraging to
experience first-hand the appetite for hair artists to attend industry gatherings is still alive and well. ”
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