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Events in the Industry, Benefits and Awards
December 1, 2009 By: Lori Morris, Marianne Dougherty, Nicole Palmieri American Salon
United They Stand
Unite Eurotherapy held its first annual distributor conference at The Grand Del Mar, a five-star resort near San Diego, in October. The premium haircare company, which was founded by former hairdresser Andrew Dale, has posted record growth in the past five years. Marketing Director Ian Trombetta unveiled an aggressive marketing campaign for 2010 that includes advertising in trade magazines (their new ad campaign will break in American Salon next month) and the use of social media like Facebook and Twitter. "The average 21-year-old visits 41 Web sites per day," said Trombetta, who recognizes the importance of social networking to beauty and fashion brands.
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Unite has provided Gen Art, an arts and entertainment organization dedicated to showcasing emerging talent from music to fashion, with backstage hairstyling services at fashion shows around the country. In September, Kristin Cavallari, star of MTV's The Hills, hosted Unite Unveiled, Gen Art's Fresh Faces in Fashion at SkyBar in Hollywood, CA. The private event brought together fashion designers, celebrities, tastemakers and Gen Art alumni to kick off Rock Fashion Week Los Angeles. Guests enjoyed cocktails compliments of Svedka and music mixed by DJ Tina T. Additionally, the company provided hairstyling services for Jillian Lewis' spring '09 fashion show in New York City. Lewis appeared on season four of Project Runway. Unite also participated in the 8th Annual Susan B. Komen Fashion for the Cure benefit featuring a collection from Diane von Furstenberg at Smashbox Studios in Los Angeles in September.
"I've always wanted this company to be more focused on fashion than beauty," Dale said. "I love how Hermès does its marketing. Everything comes out at once and it all ties together." Dale unveiled the company's ad campaign, shot by fashion photographer Rick Haylor. "I wanted the campaign to have a more editorial feel," he said.
The company also introduced three innovative systems—Moisturizing, Volumizing and Smoothing—infused with color-locking antioxidants. All systems are free of parabens, sulfates, gluten, DEA and MEA and contain moringa seed extract, an antioxidant that protects haircolor, and Botanisil, a natural silicone oil that locks in color, reduces blow-drying time and acts as a thermal protector.
Unite has been getting a lot of buzz in the media lately. Celebrity stylist Ken Paves, Lady Gaga and Megan Fox are big fans. Since launching a new Web site in June, traffic has quadrupled. A salon locator helps drive business into salons, while product knowledge videos educate consumers and hairdressers alike. —M.D.
Cheryl and Jim Markham Host Dining for Change Party
As part of the Professional Beauty Association's Dining for Change month in October, Pureology founders Cheryl and Jim Markham gathered beauty industry friends and colleagues for an afternoon barbecue and fundraiser, raising nearly $2,000 for three beauty industry philanthropies: Salons Against Domestic Abuse Fund/Cut it Out, Look Good . . . Feel Better and the NCA Disaster Relief Fund.
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"Jim and I wholeheartedly believe the saying, 'Together we can make a difference,'" Cheryl said. "Through Dining for Change, our goal was to bring our friends together to support these very important beauty industry causes and improve the lives for individuals impacted with breast cancer, domestic abuse and natural disaster." One hundred percent of the Dining for Change proceeds will go toward the three charities. For more information visit ncacares.org. —L.M.
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