For the first time in the history of Kao Salon, the Kao Salon Global Experience event took place digitally. Almost 20,000 stylists from around the globe took the chance to experience 48 hours with artistry and creativity online: World-class inspiration, the debut of the Goldwell Couture
Collection, the world premiere of the new Angelo Seminara Collection and news from all Kao Salon Division brands.
"In a year where it would have been easy to simply forego the event, we felt compelled to make the considerable investment in creativity by bringing the quality of the live event to stylists
virtually”, said Cory Couts, Global President, Kao Salon Division. “Our commitment to our Kao Salon Family is to celebrate creativity - not just the creativity of our craft, but the creativity to plan and to build and to rise. The creativity to create a new future out of an uncertain present and an outdated past.”
Next to creative artist sessions and inspiring business panels, guests were also able to immerse in exciting brand experiences, exploring the latest trends and products from the Kao Salon Division in a unique virtual way. The Gala Show was the highlight of the Kao Salon Virtual Experience. Over 10,000 hairdressers were excited to discover the new Goldwell Hair | Color
| Style 2021 Trend Presentation, including the premiere of ESSENTIALISM – Goldwell’s annual trend forecast for Hair | Color | Style and NIGHT MOVES, Goldwell’s Couture Collection as well as Angelo Seminara’s new collection Glance.
“For the first time our event couldn’t take place live and we created the Kao Salon Virtual Experience.”, said John Moroney, VP of Creative & Communication. “We believe that creativity never stops and therefore wanted to offer our guests an extraordinary online event. 48 hours full of creativity, inspiration and great artist sessions. Now we are looking ahead to next year when we can hopefully all be together again, in person, for the Kao Salon Global Experience.”