Singapore, July 11, 2024: Bright lights, big city, breathtaking styles – it was a night to remember! L’Oréal Professionnel proudly unveiled the most glamorous hair event of the year: the L’Oréal Professionnel Hair Show 2024: Rendezvous With Future You, held at the Sands Expo and Convention Centre in Singapore.
This illustrious soiree welcomed about 3,000 guests, with 1,000 gracing the venue in person and another 2,000 tuning in via live stream. With hairstylists, salon partners, media professionals, and top influencers in attendance, this hybrid format achieved wide reach across Singapore and Malaysia, uniting the industry’s best and brightest in celebration of cutting-edge hair artistry and innovation.
Transformed into a futuristic silver utopia of artistry and technology, the grand venue was reborn as a futuristic silver utopia, seamlessly blending artistry and technology. Guests were greeted by a chic cocktail area with a series of interactive zones, each highlighting L’Oréal’s latest innovations, including the iNOA, the No. 1 ammonia-free hair color, the most powerful damage repair range, Absolut Repair Molecular haircare line, MyHair [iD] the professional color diagnosis with virtual try-on and cutting-edge digital salon solutions. This event also showcased L’Oréal’s commitment to sustainability and mental health through its ‘We Act’ and ‘Head Up’ initiatives.
The stunning central stage, flanked by colossal LED screens and bathed in dazzling white lights, provided the focal point. Here, live hair looks were unveiled by the crème de la crème of Singaporean and Malaysian Artistic Ambassadors and ID Artists, delivering an electrifying and unforgettable experience for Singapore’s biggest hair show of the decade.
A Mesmerizing Showcase of Talent and Inspiration
L’Oréal Professionnel has pioneered the metaverse globally with a long-term, authentic and specific approach: bringing together great minds from the world of hairstylists and CGI artists to collaborate and disrupt hair beauty.
For the galactica-themed gala, the brand celebrated the creativity and genius of three Singaporean and six Malaysian L’Oréal Professionnel Artistic Ambassadors, and four Malaysian L’Oréal Professionnel iD Artists. Together, these hairstylists brought to life the limitless inspirations of iNOA hair coloration on 39 live models, demonstrating the pinnacle of hair artistry and innovation in two captivating segments.
- PRISM NOVA: Four Malaysian L’Oréal ID Artists presented a celebration of diversity through pastel hair color. The chic simplicity of pastels juxtaposed with edgy cuts, shaved designs, and bold accessories – a fusion of ethereal beauty and dynamic energy – drew oohs and aahs from the crowd.
- WHITE SPACE: Presented by three Singaporean and 6 Malaysian L’Oréal Professionnel Artistic Ambassadors, this concept juxtaposed the infinite possibilities of creative expression through colorful hair and sculptural looks against minimalist white outfits, delighting and enthralling the audience with groundbreaking and gravity-defying styles.
Beauty Tech: The Future of Hairdressing
The overarching thread among the tech-augmented highlights was the theme of innovation, and nowhere was this more apparent than the special section dedicated to cutting-edge beauty technologies such as MyHair [iD] and sustainable beauty tech, Water Saver.
A hit with many guests, MyHair [iD], the professional hair diagnosis tool gave everyone present the opportunity to experiment with virtual hair colour try-ons provided they first downloaded the AI-powered app.
Driven by Modiface technology, this precise five-step tool assesses gray hair percentage, coverage needs, regrowth, and hair tone reflections. With this future-ready tool, hairstylists can engage customers more effectively, previewing hair color results before
the actual process for predictably stunning outcomes. The digital swatch book and customizable mood boards provide endless inspiration, making MyHair [iD] an all-in-one solution for hairstylists.
Advancing L’Oréal Professionnel’s push for sustainable salon practices, the Water Saver
was another note-worthy feature at the fete. Targeting water wastage, this innovative showerhead uses patented water fragmentation technology to save up to 69%* of water at salon backbars without compromising performance.
The patented fragmentation technology behind the Water Saver features highly precise water jet collisions. These opposing angled jets create micro-drops of water at high speed for optimal rinsing performance. The water flow is controlled and homogeneous,
ensuring excellent rinsing performance. The drop jet forms a wider water curtain for superior wettability. With the Water Saver, water consumption has significantly reduced the average flow rate from 8.95 liters per minute to 2.74 liters per minute in a salon*.
As part of the “Hairstylists for the Future” program, it enhances waste management and promotes renewable energy, reaffirming L’Oréal’s leadership in sustainable beauty practices.
Innovative Hair Color Technology and Disruptive Hair Care
Another popular showcase at the extravaganza was the engagement zone for the revamped ammonia-fee in-salon color, iNOA, and the new Absolut Repair Molecular line, which solidified L’Oréal Professionnel’s leadership with innovative hair color technology, enhancing salon experiences for both hairdressers and clients.
Here, the guests gained in-depth insights about iNOA, celebrated as the No. 1 ammonia-free hair color in Singapore and Malaysia, and its new Oil Delivery System (ODS) Technology. This advancement is vegan-formulated and certified water-permeable (wudhu-friendly), offering consumers infinite color possibilities with over 60 new shades. iNOA provides up to 100% gray coverage and visibly enhances hair quality, leaving hair 48% shinier while ensuring optimal scalp comfort.
Sharing the spotlight was the Absolut Repair Molecular line, a disruptive hair repair solution designed to address the top hair concern in Singapore and Malaysia – damaged hair. This advanced technology penetrates deeply to rebuild the hair’s molecular structure, harnessing a powerful blend of five amino acids (glycine, serine, glutamic acid, arginine, and tyrosine) and peptide bonders. The Absolut Repair Molecular line can repair up to two years of damage in one use, visibly transforming hair.
Digitalizing Salon Businesses
L’Oréal Professionnel’s dedication to elevate salons was also on full display as guests explored the section dedicated to its integrated suite of digital business solutions. This area highlighted three important components.
- L’Oréal Salon Shop (LSS): This business-to-consumer transformation suite empowers salons to maximize their potential through a state-of-the-art marketing platform, enabling them to sell products and generate buzz directly among consumers.
- L’Oréal Partner Shop (LPS): An exclusive e-store designed for business partners. This business-to-business platform streamlines the processes of ordering, delivery, and replenishment.
- ACCESS: The ultimate learning hub for salon professionals, ACCESS houses all of L’Oréal Professional brands’ educational and inspirational content, fostering continuous professional development.
L’Oréal Professionnel’s Hall of Fame: Miko Au, L’Oréal Professionnel Artistic Ambassador (Founder and Director of Miko Galere).
Amid the cutting-edge technological innovations and captivating showcases, L’Oréal Professionnel took a moment to honor a retiring L’Oréal Professionnel Artistic Ambassador, demonstrating that it is a brand with heart as well as vision.
In a touching moment, the L’Oréal Professionnel Hair Show 2024 paid tribute to Miko Au, Founder and Director of Miko Galere, marking his retirement as a L’Oréal Professionnel Artistic Ambassador. He will be the inaugural inductee into the L’Oréal Professionnel Hall of Fame as the first Honorary Master Artist.
Beginning his career as a hairstylist at the age of 16, Miko Au dedicated 40 years to the art of hairstyling, with 20 of those years (2004-2024) as an integral part of L’Oréal Professionnel’s Artistic Ambassador team. From the runway to the salon, Miko’s influence
has been profound.
His artistry, creativity, and passion have been a constant source of inspiration. Beyond setting trends, he has mentored fellow stylists and empowered countless individuals to embrace their unique beauty. His legacy of dedication and artistic vision will continue
to inspire his fellow hairstylists.
Our Commitments: ‘We Act’ and ‘Head Up’ Initiatives
Reaffirming L’Oréal Professionnel’s commitment to social responsibility was an interactive segment of its two initiatives: the ‘We Act’ program, focusing on sustainability, and the ‘Head Up’ program, promoting mental health awareness for hair professionals.
Affording the guests an opportunity to gain a deeper understanding of these drives, this section underlined the premier professional brand’s holistic approach to beauty, prioritizing both environmental sustainability and the well-being of its community
- ‘We Act’: This initiative aims to tackle water, circularity, and energy challenges and meet ambitious, concrete, and measurable commitments by 2025 and 2030. Achievements include Dia Light tubes made from 95% recycled aluminum and Serie Expert haircare packaging with up to 95% post-consumer recycled plastic. Over 80% of products are made in carbon-neutral factories, and all European products come from “Water-loop” factories, which recycle all water on-site. By 2025, L’Oréal Professionnel aims to have 100% of its owned and operated sites using 100% renewable energy. By 2030, it aims to eliminate virgin plastic, with up to 95% of plastic bottles already recycled. Nearly all products are now made using renewable energy, highlighting L’Oréal Professionnel’s sustainability commitment.
- ‘Head Up’: On average, hairstylists spend 2,000 hours a year listening to their clients and offer a service that goes beyond the physical transformation of a haircut or hair color. Recognizing the pivotal role that hairstylists play in our society in providing social and emotional support, the “Head Up” initiative aims to support and provide resources to address mental health challenges within the hairstylist community. L’Oréal Professionnel has elevated the industry through initiatives like Stand for Pros, which offers free e-learning and emotional support. This is crucial, as mental health is the primary challenge for hair professionals across six countries, with 65% experiencing anxiety, burnout, or depression during their careers.
- On-site, the guests were also introduced to ‘Head Up Keys’, a free training program for hair pros co-developed with the mental health non-profit National Alliance on Mental Illness (NAMI). Four QR codes were made available for everyone to easily watch an episode on the spot. Discover more about the ‘Head Up Keys” on the website.
