Keune Celebrates True Beauty

By | June 21st, 2016


Trendspotting insights, creative techniques and product previews are revealed while diversity is championed

Atlanta, Georgia — A special global Keune Haircosmetics event, True Beauty: The Identity Edition, recently hosted more than 2,000 hairdressers, Keune Platinum Salon owners and stylists from North America and VIPs from around the world in Amsterdam. For almost 100 years, Keune has fostered diversity and individual approaches to beauty, and the True Beauty event celebrated these principles. Guests enjoyed a lively hair show with more than 50 models representing a variety of ages, body types and ethnicities as well as a technical masterclass session, the introduction of new product regimens and musical and dance performances.

“Every single part of The True Identity Edition show honored the theme—diversity and identity completely meshed together that night,” explains Ilham Mestour, Keune’s Global Creative Artistic director.

Keune focuses on real, wearable, gorgeous hair—and there was plenty of it on display during the True Beauty 2016 event. A highlight of the event was the hair show where Mestour and her backstage team wowed fellow hair professionals with creative styles and provided inspiration to their audience of peers to amp up their craft, skills and imagination. Another feature presentation included renowned Spanish hair artist trio X-presion who showcased a complicated and ingenious pixel technique.

Chris Sulimay, Academy and Technical Director for Keune North America, notes, “I walked around the entire circular arena and introduced myself to hairdressers from all over the world—Romania, Ireland, Australia, Germany and more. Our connections on social media make the world seem smaller today, as we share our best hair images, new techniques and salon services that are popular in each of our countries. It also presented the opportunity to get back to our brand roots and focus on the Keune story revolving around True Beauty.”

In addition to the brilliant hair show, Keune featured the global debut of:

  • Luxurious Minimalism 2016 Trend Collection. “This year, the collection was inspired by minimalism, different hair colors and diverse models,” Mestour says. “While the colors in this collection are quite modest—blondes, browns and grays—we deliberately chose to cast both younger and older models.”
  • Bond Fusion Product Line. Coming to North America in fall 2016, this much-anticipated hair care line features a three-step premium bond-booster that thoroughly treats and conditions colored hair. It offers up to five times more long-lasting conditioning and up to 43-percent less hair breakage after 1,000 comb strokes. In fact, Bond Fusion is so powerful that it’s guaranteed to double the strength of hair compared to colored hair without Bond Fusion.

After the grand finale that revealed the new products, it was time to celebrate with a spectacular afterparty. World-renowned DJ Martin Solveig and DJ AiScream entertained the crowd on the dance floor.

“When I look back on the show overall, it was grand, innovative, surprising and different than any hair show I’ve ever seen. Keune made clear what they stand for. Together, we brought true beauty to life,” Mestour says.

Click HERE to see event pictures.

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Inspiring True Beauty since 1922