L'oréal Business Forum 2014 - Boost Dynamic Hairdressers!

Dubai, October 13, 2014 - The L’Oréal Business Forum 2014 just closed his doors after 3 intense days of business sessions, masterclasses and shows. This year the LBF gathered in Dubai’s World Trade Centre, about 2.350 delegates coming from 74 countries, representing all continents!  The LBF remains devoted to the hairdressers’ success and the 2014 edition focused on reinforcing the relationship between the hairdresser and his client, led by top range performers on stage. 

The 12th edition of the LBF was launched on stage by Issam Abdul Rahim Kazim, Chief Executive Officer of Dubai Corporation for Tourism and Commerce Marketing welcoming dynamic hairdressers to an internationally renowned & dynamic city: Dubai. 

For the grand Opening on September 22nd, attendees firstly met Anne-Laure Lecerf, L’Oréal Professionnel President, introducing the ambition and vision of the brand, before stepping into business development with the L’Oréal Business School. The opening show performed by a team of Canadian and American hairdressers (Guylaine Martel, Suzie Bond, Drew Schaeffering & Matthew Collins) having as key words Fashion, Art and Provocation.

On Tuesday September 23rd, hairdressers attended first a masterclass combining team management and in-salon service with Stéphane Amaru (France). Then they were presented a conference by Kevin Griffith, Senior Vice President Cabin Crew, Emirates Airline. 

He explained to which extent the service is key in his industry, that distinguished Emirates from the other companies thanks to its standards, illustrated with smart tips this strategy, revealing how service is the lever for Emirates to dominate its market. The day finished with a delicate show performed by Flux, a team of Taiwanese ambassadors, illustrating oneiric Asian beauties from past to modern visions. 

On the last day of the congress (September 24th), attendees started with a masterclass with Bertram K (Austria) combining the latest hair trends and tips to valorise the cut & colour services, then they were presented the latest IT Looks, before An Verhulst-Santos, General Manager L’Oréal Professional Products, came on stage and closed the congress while sharing the vision of L’Oréal Professional Products with all the dynamic hairdressers and entrepreneurs of audience. The closing show –acclaimed by the audience- was the interpretation of the L’Oréal Professionnel Autumn / Winter IT Looks showcased by Laetitia Guenaou (France) from street and ready to wear looks, to more arty and prestige universes.

On morning delegates were divided into smaller groups, to attend education sessions focusing on Colour Techniques with Nathan Walker (UK) for Trevor Sorbie, The Importance of the Consultation in Customer Care with Julie Eldrett (UK), Chignons presented by Frédéric Pavard (France) for Alexandre de Paris.
One specific session was uppermost dedicated to our Asian delegates; this session was on “K Styles”, directly inspired by the trendiest Korean celebrities, presented by Hyun Tae (Korea).

Evenings were held in exclusive sites, giving the opportunity to the delegates to discover skyline and very modern architecture of Dubai, as well as experience the mystic atmosphere of the desert.

The LBF remains a great moment for hairdressers to meet fellows, share projects and ambitions to get the most benefits from this fruitful event.