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News Archive for Pureology

EVENT REPORT 06.30.09 5:19 PM

Pureology Showcases New Finishing Products Amid All-White Fashion Show

The Pureology fashion show at Ivy Room
Photo: Josh Sears

On Sunday night, a sea of hairstylists dressed all in white gathered in River North's Ivy Room for Pureology's similarly hued hair show. To showcase its latest collection of hairstyles and the finishing products needed to create them, the L'Oreal-owned product line gathered some 50 stylists from around the country to witness the show, where the brand's devotion to purity was underscored by an all-white dress code and decor scheme.

According to Nichole Rescildo, senior events manager for Redken, the guest list was a sampling of "our educators, who are out there representing the brand." The objective of the fashion show, which served as a welcome reception for two days of meetings and teambuilding, was to "get all the Pure artists [hairstylits who have been trained by reps for Pureology products] together, and make sure that they're delivering the brand's message to our salons," she said, adding that Chicago was chosen as the event's host city because "it's the center of the country." MORE >>

Pureology, L'Oreal

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