Keratin Treatments Dominate Premiere Orlando
by Michelle Breyer on Thursday, June 11, 2009
Keratin treatments, such as those offered by Keratin Complex Smoothing Therapy, were a big focus of Premiere Orlando.
Texture was the focus at Premiere Orlando 2009 — changing a client’s natural texture, that is.
Every other booth seemed to offer some new keratin treatment to straighten or loosen curls and kinks. The main curl-oriented booth, DevaConcepts, sat next to a huge Keratin Complex Smoothing Therapy booth, complete with bare-chested models painted silver. Marcia Teixeira, Brazilian Keratin Treatment, NanoKeratin System, Global Keratin, OK Original Keratin, Dream Hair Keratin Therapy, Magik of Keratin, Natura Keratin, BEOX Keratin and X-Treme Keratin Care were among the companies selling products designed to straighten hair without the damage of traditional chemical relaxers. Since gaining popularity over the past two years, keratin treatments have taken the country by storm, with a growing number of hairdressers forgoing thermal reconditioning in favor of this hot import from Brazil.
Noah Melngailis, right, demonstrates CurlStylist.com to a stylist.
Although the keratin companies’ booths attracted their fair share of crowds, there was plenty of interest in curls and kinks as well. Companies such as John Paul Mitchell Systems, Aquage and Tigi showcased curly styling techniques at their booths along with Deva. And CurlStylist.com, which officially launched at the Orlando event, attracted hundreds of stylists hungry for information about how to work with waves, curls and kinks.
Another hot product offering this year was argan oil, with several companies showcasing products containing this oil from Marrakesh. The oil, which is said to have restorative and age-defying effects, has become one of the latest miracle ingredients in the beauty industry because it is high in vitamin E and essential fatty acid. It is believed to help all sorts of skin and hair conditions. MorrocanOil, which offers a wide range of haircare products containing argan oil, has become the leader in this niche, and they had a huge booth at this year’s show.
CurlStylist’s Gretchen Heber, right, discusses the company’s new site with curly stylists.
The show — held June 7 and 8 — attracted the top names in the beauty business, including Angus Mitchell and Robert Cromeans from John Paul Mitchell Systems, Kim Vo, Orlando Pita, Nick Arrojo, Martin Parsons and Sam Villa.
Celebrating its 19th year, the show served up its biggest selection of hair education to date, with top-notch educators providing valuable education in a wide number of subjects. Over 43,000 stylists were expected to attend the event this year.
Premiere Scenes: Real Stylists with Real Curls!
CurlStylist’s Michelle Breyer, right, shows an interested stylist the ins and outs of CurlStylist.com.