09.06.11
According to Tevya Finger and Daniel Kaner, co-presidents of Oribe Hair Care, and Reuben Carranza, CEO of P&G Salon Professional North America, Oribe Hair Care is partnering with Wella Professionals Color in a strategic alliance to deliver joint programming to the salon industry.
Respected as one of the top editorial stylists and fashion influencers over the past three decades, Oribe co-founded his eponymous line with Kaner and Finger to create the most elevated high-performance hair care brand in the industry. Wella Professionals Color has long been Oribe’s preferred color brand and was a natural partner, given both companies’ aligned creative approaches.
The newly formed alliance will focus on developing joint programming for educational events such as “Oribe Ateliers,” a series of intimate hands-on workshops held throughout the U.S., and “Oribe Backstage,” a yearly gathering of more than a thousand of the country’s top hairdressers.
Said Finger, “The relationship allows us to present a highly unique offering to salons – a combination of the best color, education and hair care products in the market. Together, we are a one-two punch that will truly enhance each other’s businesses and will bring together two great brands. This is the true meaning of a strategic partnership.”
To kick off the alliance, Oribe will headline a special stage presentation for Wella Professionals at the annual Intercoiffure America/Canada event at the Waldorf-Astoria in New York City on Oct.15-17, 2011. Oribe will also appear as an inspirational guest artist at Wella Professionals 2011 International Trend Vision Awards event on Saturday, Oct.29 in New York City, exclusively for an audience of top North American hairdressers.
During that weekend, Wella Professionals will host thousands of industry enthusiasts and passionate stylists from across the globe as they watch stylists compete for the coveted awards in “Young Talent” and “Color” categories and the release of Wella Professionals 2012 International Trend Vision collection.