America’s Beauty Show is in full swing this weekend, and we are amazed at all of the great products, education and information that is available this weekend at the McCormick Place convention center in Chicago. First things first: textured tresses are everywhere we look! Models are sporting natural waves, kinks, and curls. Even better, the Hair Rules ladies were passing out buttons that promoted textured hair on your way into the show. Needless to say, we were in heaven.
A model works the Mizani runway.
Keratin is still huge this year, but we saw a huge increase in curly hair specific brands being represented, including Ouidad, Mixed Chicks and Hair Rules. Moroccan Oil had a great set-up where they were doing demos, and we actually saw them promoting curly hair! Mizani was in full force with natural hair as far as the eye could see. We even stopped a woman to tell her she had great curls—and it was a perm! Proof that everyone is digging the curls.
We had the privilege to and the honor of meeting Vidal Sassoon and listening to him speak. It was definitely a “we’re not worthy” situation. He spoke of Chicago being a place of inspiration—the architecture always speaking to him. We think he’s the inspiration in Chicago this year! We are heading to the screening of his feature film tonight at the Cadillac Theatre, where hundreds of stylists and beauty gurus will walk the red carpet and get to ask Vidal Sassoon questions after the film.
And some of the thousands of stylists who will attend ABS over the next two days may be the next Vidal Sassoon.
Mizani wowed the ABS crowd with an energetic and dramatic stage show that started off with amazing African-style dancing and drumming.
Mizani, which launched its True Textures line last month, highlighted the variety of hair textures the products are suitable for, with a variety of styles.
One of the splashiest stages at ABS was L’Oreal’s. The company launched its new INOA color system with a bevy of models wearing spectacularly decorous headwear, including flowers, feathers and butterflies. The sizable crowd gathered around the stage gawked at the beautiful, colorful display.
INOA is a revolutionary new ammonia-free permanent hair color, which contains an odorless alkaline agent called MEA (monoethanolamine) that replaces ammonia. “It’s more conditioning for the hair and scalp,” says Ron King, L’Oreal spokesperson and owner of Bo Salon in Austin, Texas. “It’s like a treatment for the hair,” he says.