The Gathering

[Thu 29/07/2010 01:44:34]

By Lauren King, reporting from Las Vegas.

Paul Mitchell’s signature Gathering began its inspirational course in Las Vegas Sunday morning.

Despite orchestration amid an environment renowned for temporarily pulling a black sheet over values, morals, respect and relationships, Paul Mitchell’s annual signature Gathering event left no choice but for participants to leave with a new appreciation for all of the latter – walking away with increased understanding of their power as a member of the Paul Mitchell family.

“Yes Paul Mitchell is defined by amazing talent, resources and events, but success is not built on the show, it comes down to relationships,” John Paul DeJoria said in his opening speech at Sales Camp 2010 – a seminar motivated to instil confidence, pride and ultimately power into the Paul Mitchell cold callers from all over the world.

Next to the stage was marketing genius Robert Yates – a man who has worked with the likes of Estee Lauder and a visionary currently playing an integral role in the global launch of Paul Mitchell’s new Awapuhi product line – a luxury family of care and styling products Yates promises will ‘revolutionise the way we care for hair.’

Supported by a monumental advertising campaign that will strategically inject $5 million into advertising across three months, the range places focus on the in-salon treatment – the intriguing vial – a tactic contrived to drive people into the salon and further testament to Paul Mitchell’s 100 per cent salon professional approach to hairdressing.

Robert Cromeans soon moved his infectious energy and idiosyncratic hat into the spotlight with a statement that had sales consultants itching to get on the road again.

“I have never been so excited about my company (Paul Mitchell) than today. It’s an expectation for life,” Cromeans said.

After a stellar opening show in 2009, expectation was something bubbling vigorously in prelude to the 2010 instalment. Profiling each of Paul Mitchell’s key Artistic Directors including Takashi Kitamura, Stephanie Kocielski and Angus Mitchell, the show presented everything from the wild, wayward, precise and pretty - demonstrating a versatile list of inspiration including Avatar, Kentucky Fried Chicken, the Porsche and evil clowns. But more about that next week ... Stay tuned!

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