Schwarzkopf Professional unveils Spring/Summer 2009 Collection

Company Brief

Mumbai, March 31, 2009

Schwarzkopf Professional, the leader in hair care, unveiled their Essential Looks “111 Edition: Part 1 Collection" at the Hyatt Regency in the city today. Rick Lee and Sebastian Tan, Asian Ambassadors for Schwarzkopf Professional along with Najeeb Ur Rehman, National Technical Head, Schwarzkopf Professional was there to unveil the collection and demonstrate how the edgy styles were created. The best looks from the Essential Looks collection over the decade of its existence were chosen and was worn by the 20 finalists of the Femina Miss India beauty pageant to pay tribute and celebrate 111 years of Schwarzkopf Professional. 8 stunning Mumbai models showcased the looks from the current collection. In short the evening was a showcase of the best of EL over the years till date. Also present at the occasion were well known celebrity stylists like Coleen Khan, Asif Rajan, Sandhya Chandra & Sonali Mirchandani to name a few.

Essential Looks has a proven track record in translating catwalk couture into a commercial reality and is now celebrating eleven years of success. The “111 Edition: Part 1 Collection” takes its inspiration from the world of haute couture and is inspired from the fashion weeks of London, Paris, Milan and New York. The hair care giant features four distinctive hair styles this season. The last decade has established Essential Looks as a common international hair language of fashion motivated style, designed to gift hair professionals with the essence of seasonal inspiration.

Najeeb Ur Rehman, National Technical Head, Schwarzkopf Professional, is an absolute pro in the hair realm and specializes in creative and corrective hair coloring, cutting & texturizing. With over a decade in the world of hair fashion and grooming and numerous awards to his name, Najeeb believes in creating hairstyles which are attractive and showcase ones attitude and individual personality with great flair. He observed that “Hair fashion has leap frogged into a whole different dimension today. At Schwarzkopf Professional we are celebrating more than a decade of hair brilliance with Essential Looks. This year we have imbibed the extravagance and chic of the fashion industry to deliver desirable, wearable, & gorgeous hairstyles “.

Essential Looks is now poised to capture the myriad moods of the season - defining the true spirit of fashion. Each season, has been put together by a handpicked team of hair professionals. They go onto create a collection of distinct trends that will lead hairdressers and their salon clients to carve their own personal style for the coming season.

Chief Technical Head of Schwarzkopf Professional, Najeeb Ur Rehman said “Each of the four fashion moods identified have been expressed in three ways. Essential Trend is an undiluted, fashion forward look. Essential Style is a commercial interpretation and Essential Dressing provides editorial perspective. This season hair plays such a strong part of the overall fashion directions, that it is an essential part of everyone’s wardrobe. There is a high-energy vibe running through both fashion and hair, with quirky and sensual looks that translate across both haute couture and more wearable styles”.

Speaking on Essential Looks Murali Sundar, Country Manager - Schwarzkopf Professional India says,” I’m excited about the 111 Edition: Part 1 Collection because it’s populated by wearable and beautiful shapes and tones that have great commercial application. Essential Looks is our enduring commitment to placing fashion driven skills directly into the hands of hair professionals around the world. This collection is set to ensure Schwarzkopf Professional’s 111th year will be our best yet.”

Essential Looks 111 Edition: Part 1 Collection is presented in four fashion moods: Glamazon, Sunday Best, 80’s Dance, Rounded form.

Glamazon – Exotic and confident, cool gets hot with this smouldering trend direction. Blending the sophisticated sexiness of the 70s with a safari vibe, these looks are about high-octane glamour and statuesque beauty, both on men and women. The look is driven by the season’s trends for safari tones and styles, tribal adornments. In keeping with the 70s influence, hairstyles have length and movement to maximise the impact of swaying to a sultry disco beat. Overall, hair is glossy but touchable, ignited by the lure of sun-warmed tones. Our Glamazons know how to set a room on fire.

Sunday Best – Well bred yet experimental, ladylike dressing is given a rebellious edge this season with unconventional pairings such as off-kilter frills, clashing prints and colours, and roughened prom dresses. Here, a dressing-up approach also applies to the hair, with oversized bows, netting and ribbon making up-dos look prettily offbeat. Elsewhere, unexpected colours are placed amidst quirky cuts, while the debutante vibe makes itself known with pampered condition and shine. Anything and everything goes with this quirky look which is part aristocrat and part rebel. Naughty and nice.

80s Dance – Dancemania is coming to town this season, with hair and fashion guaranteed to work up a sweat. Lycra, sporty layering and lots of neon herald an 80s revival, while luxe workout-inspired clothing such as crystal-studded joggers, grown-up leotards and sweat shirting teamed with sheer dresses present a contemporary take on exercise that’s feminine and beautiful. Hair has natural movement, with tousled styles and kinetic cuts that team asymmetry with pops of vibrant colour. Athletic yet feminine, this look is all about youthful exuberance.

Rounded Form – A softening of previous geometric trends, this season’s minimalist silhouette has become more natural and feminine. Inspired by futuristic and architectural styling, a more rounded shape emerges with experimental placements of drape and volume, and body-morphing garments. In hair, this translates into styles that hug the head and neck, curving playfully into napes and nooks. Rounded edges and bold tones are finished with lustre and gloss for a futuristic feel. Modern minimalism meets the new natural.

All these looks were given to the Femina Miss India contestants and to 6 of Mumbai’s up and coming models who walked the ramp as part of the grand finale to a glamorous evening. On the whole the event was a grand success and the stylists and fashionistas in the audience were richer from the experience.

For further information, please contact:

Hanmer MS&L

Amanda Mendonza

Tel: +91 67524600

Email: amanda@hanmermsl.com