Paul Mitchell Australia held a breakfast launch at The Sailors Club in Rose Bay yesterday to introduce beauty media to the brand’s new sulphate-free blond range Forever Blonde.
John Pizzey, managing director of Paul Mitchell Australia, kicked off the event by welcoming guests and briefly discussing the history of the Paul Mitchell brand, originally founded by hairdressing friends Paul Mitchell and John Paul DeJoria with just $700, who brought the Vidal Sassoon “wash and wear” concept to America. The brand has never strayed from its founding fathers’ original mission to develop salon-only hair care. In fact, John Paul DeJoria has put a clause in place to state that if the brand ever gets sold it must remain a salon-only brand.
Sigourney Cantelo (Vogue) and John Pizzey – Image courtesy of BeautyDirectory.com.au
John was also pleased to note that over half the ladies in attendance had blonde locks. “Highlighting, foiling and balayage are the number one colour services requested globally and the new range is perfect for those who like to have their own range,” he said as he discussed the new products over breakfast. The delicious breakfast included fresh juice, strawberry compote and muesli and smoked trout and scrambled eggs. The stunning view of Rose Bay beach also ensured this was the perfect setting in which to launch a range with the motto, “as the sun shines brighter, we go lighter,” and just in time for summer.
Image courtesy of BeautyDirectory.com.au
Forever Blonde boasts KerActive – an advanced development in activated keratin exclusive to Paul Mitchell which enables special keratin molecules to “hug” hair tightly for unparalleled condition. While KerActive protein helps repair and seal the cuticle, safflower oleospmes replenish lost moisture and nutrients. The range is a maintenance rather than toning range and promises not to turn hair dull with heavy purple tones.
The new Forever Blonde range – image courtesy of BeautyDirectory.com.au
Also at the launch, brand ambassador Kobi Bokshish spoke about how the maintenance and upkeep of blonde hair requires a range such as this to keep it at its optimum between salon appointments. He discussed how blonde hair can swell and frizz after colour and how the new range, consisting of a toner, shampoo, conditioner and a leave-in treatment, is designed to care for all blondes from subtly highlighted to platinum. Kobi’s already had a great response among his clients for the new line with some clients on their third bottles.
Visit www.paul-mitchell.com.au to find out more.