When attending the annual Paul Mitchell The Gathering event in Las Vegas, always expect the unexpected. Held recently at the posh new Aria Resort & Casino, the event kicked off with Chairman and CEO John Paul Dejoria parachuting down the catwalk and onto the stage, a 3D presentation of his global activities and MITCH models strutting down the runway before showing off their abs during a titillating shower segment. Phew!
Is it getting hot in here?
But seriously folks, The Gathering was a nonstop event where activities, parties and education events ruled supreme. Equally exciting: Everyone fi nally got to meet MITCH, the good-looking guy next door...um...make that a sexy new men’s line that speaks to male clients that care about their appearance and want to get groomed in seconds fl at. (Check out pp.32 and 33 to learn more about this exciting brand debut.)
HOT’s favorite moments:
“Where in the World is JP?” 3D video, which chronicled Dejoria’s world travels in support of green issues, athletic events and, as a humorous aside, to save people from drinking cheap tequila (Dejoria owns Patron, the tastiest tequila on the planet); MITCH men everywhere;
Linda Yodice’s twirling color models that danced to the music of violinist Jason Yang;
Models clinging to a giant Tea Tree as the audience simulated island waves and wind;
The White Party where thousands of revelers wore...what else...white!
MITCH acrobat stuns crowd with tightrope routine
Attendees get a sneak peek of MITCH’s pad
MITCH rocks out during Grand Opening
Attendees enjoy a unique Tea Tree experience
Robert Cromeans takes attendees on a journey into the world of Disney
