Wella Middle East hair show next month

In a bid to increase awareness and haircare expertise in the region, the first Wella Middle East hair show titled Cutting Edge will be held in Dubai on March 17. The show has been designed by the German hair care giant Wella as part of its comprehensive programme for the hair cosmetics industry in the Middle East.

The event will be attended by over 400 hairdressers from around the region, approximately 200 of who will fly in to Dubai as guests of Wella.

"The young, modern and trendy event will feature a Trend Vision Hair Fashion Show, presented by Wella's leading hair stylist Laszlo Hajas, who will showcase the latest hair trends for 2002 as identified and created by Wella's Trend Vision team," explained Fady Salwan, professional division manager for Wella Middle East.

"Modern Eve, Prismatic Diva and City Bird of Paradise are this year's worldwide trends and will act as Wella's communication platform for hairdressers throughout the world."

Formed on July 1, 1880 by Franz Stroher, Wella is Germany's largest and the world's second largest producer of hairdressing products for both home and professional use.

The company employs 17,000 people worldwide, is headquartered in Darmstadt, Germany and is represented in 153 countries, of which 18 include production facilities and 86 have dedicated Wella Studios for hair care.

Cutting Edge will also witness the official launch of Wella System Professional (SP), a salon hair care collection that will offer hairdressers for the first time a comprehensive range of professional products that will meet all the individual needs of their clients.

Kamil Najjar, regional general manager, Wella Middle East said: "At Wella our focus has always been to fulfil our customers needs, whether they be hairdressers or the end consumer.

"Cutting Edge is the cornerstone of a comprehensive programme to drive expertise in the professional division of the hair cosmetics industry throughout the region.

"It stands as testament to our commitment to the professional hairdressing category, to our valued partners in this important market and of course to our consumers, we hope that this will become an annual event.

"Through our 86 modern and well-equipped international Wella studios, we carry out over 70,000 different training and advanced training activities, seminars and large-scale functions worldwide, all geared to the specific requirements of the hairstylist.

"Wella has trained over 1.3 million hairstylists in the past year alone.

"Since the Wella Middle East Regional Office opened in Dubai, in November 2000, we have executed a significant market research project and developed a programme to support the needs of the professional hairdressing industry and their needs, in terms of providing expert products and skills."

The Cutting Edge show will include a performance by Tap Dogs, a six-man dance group that have taken the world by storm, playing to packed out theatres across the globe.

The contemporary dance troupe have notably revolutionised tap dancing with its fusion of theatre, dance and rock, performed on a unique construction site set.