Kao Salon’s First Digital Event

It’s that time of the year again where Kao Salon gathers hairdressers from around the globe to witness and be inspired by the creativity and latest innovation offered by Kao Salon and its artists. 


For the first time, the Kao Salon Global Experience event took place virtually. With almost 20,000 stylists from around the globe experienced 48 hours of high-level artistry and creativity similar to that of the physical event of previous years. At the Kao Salon Global Experience, stylists celebrated the debut of the Goldwell Couture Collection, the world premiere of the new Angelo Seminara Collection, and interesting news from all of Kao Salon’s Division brands. 


Despite everything that has been going on in the world, this has not stopped the Kao Salon Division from introducing a quality live event online. “When we decided in April to cancel the live event, we made the commitment to our Kao Salon Family that we believe that #creativityneverstops and for that reason, we decided to transform our event into a virtual event,” said John Moroney, VP of Creative & Communication. Hence, the virtual event allowed stylists to learn from the Artist Sessions, join in the fun at the Gala Show, and experience the Brand Experiences session with Goldwell, KMS, Oribe and Varis. 


Artists Sessions

The Kao Salon Global Experience presented six Artists Sessions (Mario Krankl, J.7, Icono, Hare & Bone, Shane Bennett, M&P, and Oribe Hair Care Team) for stylists to learn and experience from. 




Mario Krankl, Goldwell’s Global Brand Ambassador and one of Austria’’s most distinguished hairstylists presented ‘Celebrations’, inspired by the 25th anniversary of the Mario Krankl Salon and his 30 years with Goldwell. Fitting to the theme, Mario also showcased a touch of ‘Glam Noire’ into his signature avant-garde hairdressing of sparkle and glam, with a hint of darkness into his looks. 




Representing the best in hairdressing artistry through their combined experience and talent, the internationally renowned J.7 Creative Team from Stuttgart, Germany presented their 2021 collection, Boost. Designed to be salon-friendly, the collection is all about blondes and textures, achieved through J.7’s signature cutting-edge style. 


At the Kao Salon Virtual Experience, Icono introduced their new concept collection which was inspired by the 80s. Led by Goldwell International Artist, Sascha Haseloff, the collection showed stylists how to create commercial natural colors with Elumen Play coupled with precision shapes and beautiful textures. This collection is the essence of Icono salons.




The next artist session by a multi-award-winning salon collective based in London’s West End was Hare & Bone. This season, Hare & Bone presented “A Plastic Ocean”, inspired by the ocean, tropical fishes and the effects of single-use plastics. Founded by Sam Burnett, the team is known within the industry for their instinctive, fashion-focused and trend-conscious styles. Hence, in this collection the Hare & Bone team shared a collection of technical cutting and coloring, as well as editorial styling and avant-garde looks suited to their theme.




As a three-time winner of Northern Ireland Hairdresser of the Year, and the youngest UK stylist to become a member of the renowned British Hairdressing Hall of Fame, Shane Bennett introduced Retro Reality, at the Artists Sessions. Retro Reality is a collection filled with textures, curls and softer shapes with cool colors that represents Shane’s signature “Session to Salon” aesthetic. 




Also, Mazella&Partners (M&P) launched their new collection, “SPARK” at the Kao Salon Global Experience. Using Goldwell colors as the epicentre of this collection, SPARK brings stylists back to a dark period whilst accentuating M&P’s renowned precision cutting techniques. 


And finally, Oribe kicked off its virtual presentation with a speech by Daniel Kaner, Oribe’s President and Co-Founder who spoke passionately about the brand’s professional heritage, commitment to creating high-performing products, its best-in-class education and the legendary Oribe Canales. James Pecis, Oribe’s Global Ambassador introduced the educational segment by discussing how he finds creative inspiration on the streets of New York to use in his session work. 

Then, the Oribe Education team (Coby Alcantar, Adam Livermore, Nicci Welsh, Kien Hoang, and Ronnie Stam) took stylists on a journey to the different cities that they call home. Inspired by the local culture in New York, Copenhagen, San Francisco and Miami, each artist crafted dynamic looks and lent their perspective on how the street-style that surrounds them ultimately informs high-fashion and editorial trends. 


Another interesting session that stylists had the opportunity to watch was the various speciality discussion panels with topics ranging from Salon Business, Social Media, Product Development, and Sustainability. 


At the Social Media Panel, two well-known Instagram experts, Jacob Kahn (@jacobkahn) and Sydney Lopez (@sydneylopezhair) shared tips on the ways hairdressers can develop their Instagram skills and make an impact through their Instagram feed. Also, Maggie Mulhern, a journalist in the beauty industry with over 30 years’ experience gave her a unique and valuable perspective on what works on social media. 


Next, Dr Elmar Mussenbrock, Kao Salon’s Director of Sustainability spoke to three globally-recognised experts in different areas of Environmentalism and Sustainability, at the Sustainability Expert Panel. They discussed current issues and developments in the area of sustainability and offered expert advice on what salons can do to become more sustainable and reduce their carbon footprint. 

On the topic of sustainability, Dr Mussenbrock also talked to four salon owners from around the world who have transformed their salons into “green salons”, at the Sustainability Salon Panel. 


In light of the current situation, top salons from around the world discussed the impact COVID-19 had on the salon industry and discussed the new ways in which they had to rethink and reinvent for their daily businesses, at the Salon Owner Business Panel. They spoke animatedly on the future of the industry and shared advice for salons to cope with this new situation.  


And finally, Kao Salon Division Product & Development Teams (Color and Care & Styling) gave insights on how the products are developed for brands like Goldwell and KMS at the Product Development Panels. 




The two-day Kao Salon Virtual  Experience concluded with exciting announcements at the Gala Night for more than 10,000 hairdressers. 


First up is the new Goldwell Hair | Color | Style 2021 Trend Presentation: ESSENTIALISM, Goldwell’s annual trend forecast for Hair | Color | Style. Essentialism’s color palette showcases the on-trend shades for 2021. 


Making a debut as well is Goldwell’s Couture Collection, NIGHT MOVES, which takes Essentialism into the realm of Escapism by updating classic shapes and styles from the 70s disco era and giving them a c oll modern edge. 




Goldwell’s Global Brand Ambassador, Angelo Seminara, also presented his new collection, Glance, an embodiment of flawless, boundary-pushing brilliant color with looks for diverse hair types and textures. Each look in this collection was fine-tuned to deliberately be suffused with relentless energy while radiating unending vitality. 


For 48 hours, stylists from around the globe were captivated by the creativity and inspiration offered by guest artists from the Artists Sessions and will bring with them lessons learnt from the discussion panels, whilst being in the comfort of their homes. We hope in 2021, we could gather as one celebrating creativity and talent in-person. 


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