MANILA’S elite flocked to L’Oreal Professionnel’s Jeux De Coleurs at the BGC Arts Center last March 7 for the launch of its latest product innovation, Smartbond, a hair color additive, while introducing the biggest trend in hair color this 2017 – hair contouring.
L’Oreal Professionnel hair color expert and hair contouring master Matthew Collins flew in to treat the crowd to a fabulous live hair show and showcase how women can #FearNoDamage using Smartbond.
At the event, L’Oreal Professionnel also revealed the ambassadors of hair contouring plus Smartbond. To represent the Conservative Filipina who prefers a more conservative palette for her hair without drastically changing her look, L’Oreal Professionnel tapped former Miss Universe runner-up Shamcey Supsup who dons a squared-shaped face. L’Oreal Professionnel tapped millennial hyphenate long-shaped face Lauren Young as the face of the Modern Filipina who loves to color her hair. Supermodel/blogger Jessica Yang’s heart-shaped face was revealed as the face of the Adventurous Filipina who was born to be blonde.
The amazing transformations of these gorgeous ladies with the help of hair contouring plus Smartbond demonstrated how changing your look only requires one great hair coloring session without fear of damage.
“Hair color as a fashion trend in the Philippines is still very low in comparison to our Asian neighbors and we at L’Oreal Professionnel wanted to show Filipinas that there’s nothing wrong with coloring your hair.
These women embodied the three different profiles of Filipinas we were looking for, namely Conservative, Adventurous and Modern. We felt like they were a perfect fit to the brand and great role models for Filipinas to look up to when it comes to hair color,” musedL’Oreal Professionnel’s marketing director Mark Dee.
The main event of the evening was the hair show by Collins who demonstrated and taught the next generation of L’Oreal Professionnel hairstylists to deliver more fashion forward yet natural-looking hairstyles, cut and color that every Filipina deserves. He demonstrated how to take hair contouring to the next level with Smartbond and shared some of his hair styling secrets to achieving the perfect Instagram photo.
“Smartbond basically ensures that the hair color you want to achieve lasts longer by protecting your hair and ensure that you’re not lasting and destroying your hair. To achieve that naturally silky hair, you have to apply Smartbond to make it work,” Collins shared about Smartbond.
Accompanied R & B singer Kris Lawrence, special capsule collections by Esme Palanganas, Patty Ang and Stacy Rodriguez were also showcased that lavish evening.
Manila’s top hairdressers, stylists and colorists filled the venue decked in fabulous color-block outfits to learn about the latest innovations in hair coloring. Among the attendees of the event were stylist Carvey Samonte, Steffi Ziebert, Krisha Gaffud, Ian Galliguez, G3 San Diego and Freddie Webb.
Smartbond is a hair additive that acts as one’s hair’s Bond Strengthening System, which works to restore weak bonds and protect strong bonds. The technology behind it is a blend of ceramide & polymers, plus maleic acid.
Smartbond treatment starts at Php 500 and is now available at L’Oreal Professionnel partner salons.