Rocking salon Shag ended a day of styling workshops with international hairstylist Oribe by inviting 250 guests for a V.I.P. cocktail party in its South Boston space, drawing a young, stylish (and often tattooed) crowd to a meet-and-greet with the stylist.
The goal of the party, according to Shag brand manager Brigid Nastasia, was to top off the daylong event with Oribe and highlight the sponsorships of Svedka and RockStar energy drinks.
Shag owner Sandy Poirier, known for the rocker vibe and edgy looks his salon creates, hosted the event dubbed “Shag Presents a Rockstar Evening With Oribe.” “Sandy brought the rock-star hair to Boston, so the collaboration with RockStar energy drinks was a great cross-branding tool,” Nastasia said. “And Oribe is a hair genius. So we thought, why not have a party?”
The event rounded out a day in which Oribe taught a styling class at Shag for approximately 80 stylists from Shag and other city salons that carry Oribe products.
Shag’s open, loft-like space set the backdrop for the party, which featured Oribe products and two Svedka-sponsored bars as the focal points, along with Svedka fembot cut-outs and branded cups. Guests moved between the salon’s two large rooms, each with a bar that served signature Shag-themed drinks like the Shag Cooler, made with syrup hand-crafted by Svedka staff. Also featured was a RockStar mini fridge emblazoned with the brand’s signature yellow stars, and an Oribe product display.
In the back room, DJ Red Foxx spun for guests ranging from friends and clients of Shag to stylists who attended the workshop.
