Five-thousand attendees from 142 countries flocked to the Mexican Riviera this past September to learn and make merry at Farouk System's five-day conference, which included a celebration of Farouk Shami's 50- year legacy of styling and innovations and CEO Basim Shami's big reveal about the company's new direction with product and tool launches for the remainder of 2015 and 2016.
Basim also proudly announced actress and pop singer Zendaya as the new CHI Brand Ambassador, as well as its partnership with Esquire Magazine.
To set the pace for this year's extravaganza, attendees were treated to a live outdoor performance by rapper Flo Rida and music artist Natalie La Rose.
The following day, distributors, sales personnel, educators, salon owners, hairstylists and cosmetology students witnessed an overview of 50 years of hairdressing, marketing plans, celebrity partnerships and the latest trend collection presented by the Global Artistic Board.
The show also featured trends in hair and hair color, as well as fashions by Project Runway All-Star Winner Dmitry Sholokhov.
Afterward, the Interactive Learning Center opened to allow everyone to see, touch and feel all the latest product launches by CHI and BioSilk.
With education being one of the strongest commitments for Farouk Systems, Vice President of Shows and Education, Lisa Marie Garcia, created an array of educational classes, including Trend Cutting and Styling, The Art of Color, Men's Grooming, Salon Business Motivation, Social Media Success and The Art of Hairdressing.
To close the conference, the company hosted a spectacular gala that included a jaw-dropping Global Runway Show, which featured looks by artistic teams from 14 countries and over 60 models, as well as special performances by Flo Rida and R&B/pop singer Massari.
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