To unveil its new Osis styling line, Schwarzkopf Professional invited 50 fashion and beauty media to a product launch designed to play up the brand's new rock 'n' roll image. The Wednesday afternoon event at Parts & Labour, planned by PK Communications, included a demonstration on hair trends led by Hollywood stylist Tyler Colton, who used four models to illustrate new looks for fall.
"We really wanted to capture the persona of Osis," brand manager Brandy McKinlay said. "It's a new look for the brand with a British punk rock vibe." That influenced everything from models to the music and venue. "On Queen West, Parts & Labour is the place to be."
PK Communications took a cue from the product packaging and dressed the restaurant and live music venue, in black, red, and white with branded banners bearing the tag line "Kill the Routine."
An extensive display showcased the line, with items grouped into three categories: style, texture, and finish. The revamped line includes 27 products, including nine new products with names like Hair Body, Hold Miracle, and Curl Me Soft.
Following Colton's presentation—in which he highlighted products suitable for curly, short, and long, straight hair—technical advisers conducted personal consultations with guests, suggesting products for them to take home and sample. "We want people to try the products, to smell them, and feel them," McKinlay said.
