PUREOLOGY HAIRCARE MEDIA BRUNCH

Last Wednesday, Talk of Toronto was invited to the Pureology Haircare Media Brunch which featured a brand presentation and exclusive preview of the SuperSmooth product line (launching January 2010). The event – which was held at the L’Oreal Academy, was unexpectedly enjoyable as it was not only informational, but especially intimate and interactive.

Upon arrival, guests were offered vegan smoothies and cupcakes while acquainting themselves with other media members.  The presentation commenced shortly after, where we were introduced to the brand and product range.

It is nearly 2010 and as consumers we are much more educated and demanding than we were just a decade ago. Pureology gets this. They have created the first line of 100% vegan formulated colour-care products, made for professional colourists and consumers alike. Organic, zerosulfate or natural – any way you slice it, these products are more healthier and less harmful for your tresses. The line includes Hydrate, PureVolume, EssentialRepair, SuperStraight, NanoWorks and Styling, which provide the signature AntiFade Complex technology with a tailored formula to suit your specific haircare needs. In addition, the formulas are more concentrated, meaning you use less and ultimately save more.

During the presentation, the Marketing Manager also described how the brand image has evolved in terms of packaging and advertising. The bottles are more sleek and streamlined, tinted in sophisticated jewel-tone metallics. The advertisements now combine three elements: an organic shot, a product shot and a beauty shot.

After this, Vanessa Secondino (Pureology National Artist Team) demonstrated to us step-by-step how to achieve two intricate hairstyles using the Styling products. She also indulged us in salon talk, speaking of the now-generation that ‘grew up on straighteners’ and more interestingly, that afros are coming back into style! Cool, right?

Following the presentation, guests were offered not-quite-brunch-but-still-delightful vegan appetizers, plus pre-noon champagne. We also received individual hair consultations where I learned that washing your hair everyday isn’t necessarily bad if you’re using the right products.

As the Education Manager explained, Pureology is a lifestyle. I had the opportunity to fully experience this, from the delectable vegan bites all the way to the swag bags with the scented candle (that is currently infusing my bedroom). For your experience, check out: http://www.pureology.com or head to your favourite salon to get yours!