Young Generation Hair Awards 2016
March 2016 – With a view to enhancing the skills of young stylists and developing their potential, L’Oréal Professionnel has created the UnitedProFuture hair award, which aims to showcase the ability, creativity and expressive energy of new talents and promote hairdressing as a career.
Launched in 2014, L’Oréal Professionnel’s first contest dedicated to hairstylists under 30 gained prominence in 2015. This year it offers the additional opportunity to access the professional training at L’Oréal Professionnel and the UnitedProFuture Campus. Cosmoprof, the beauty magazine Estetica and the Maletti Group, which have always supported the brand, have warmly welcomed the initiative, immediately partnering the event.
The 2016 event is organised into various stages in which the candidates will have to demonstrate their individual potential. After registering on the website www.unitedprofuture.it, they had to take part in a home challenge involving a number of theme-based competitions to prove that they possess the necessary qualities to take part in the live event. The topics of the challenges were: waves, 60’s volume, the braid and the bun. A jury of coiffure’s big names will decide on who will go through to the second selection phase: Monica Coppola and Adalberto Vanoni (Aldo Coppola); Luigi Neri and Ernesto Spica (Class); Salvo Filetti (Compagnia Della Bellezza); Alessandro Santopaolo and Massimo Bianco (ContestaRockHair); Sergio Carlucci and Charity Cheah (Toni&Guy Italia).
Only 290 out of all those registered will be chosen by the jury to enter the second stage. At the end of the selections, the public will have 2 weeks’ time to visit the UPF website and vote its favourite hairstylist from those excluded. The 10 with the most public votes will be saved from elimination and will enter the second stage of the selection process.
The live contest will be held at the Bologna Cosmoprof: the 300 finalists will compete on three dates, 100 each day. Provided with L’Oréal Professionnel styling products, and supported by brand Ambassador-hairstylists acting as coaches, the NYX COSMETICS makeup artists and IAAD stylists will produce a total theme-based look in a maximum time of 40 minutes. Then a simulated cover page for the Estetica magazine will be created for each hairstyle, with the support of a professional photographer.
As for the selections, the participants will be judged by coiffure’s big names during Cosmoprof as well, this time accompanied by a pool of experts from L’Oréal. All 300 finalists will be offered a Wild Card allowing them access the L’Oréal Professionnel training courses. The best 25 will have access to the UnitedProFuture Campus, an excellent 360-degree professional development path which includes 12 days training by the jury judges and the L’Oréal team. The course not only covers technical training, but also management, sales and digital media topics. Only the absolute winner will be able to attend the training course Design, Hair and Beauty: A Contemporary Combination organised by L’Oréal Professionnel in partnership with the IAAD.
Through this project, L’Oréal Professionnel confirms its commitments to young people, reiterating the importance of training for achieving excellence in a job that can be aspirational for the younger generations, and that the brand describes as the most beautiful job in the world.
L’Oréal
L’Oréal has devoted itself to beauty for over 105 years. With its unique international portfolio of 32 diverse and complementary brands, the Group generated sales amounting to 22.5 billion euros in 2014 and employs 78,600 people worldwide. As the world’s leading beauty company, L’Oréal is present across all distribution networks: mass market, department stores, pharmacies and drugstores, hair salons, travel retail and branded retail. Research and innovation, and a dedicated research team of approximately 4,000 people, are at the core of L’Oréal’s strategy, working to meet beauty aspirations all over the world and attract one billion new consumers in the years to come. L’Oréal’s new sustainability commitment for 2020 “Sharing Beauty with All” sets out ambitious sustainable development objectives across the Group’s value chain.
Monica Coppola and Adalberto Vanoni — Aldo Coppola
Created from the talent of Aldo Coppola, the brand — which has always been a byword for fashion — includes numerous high-end ateliers in Italy and the world, plus about 50 salons run as franchises. The education courses held at the Milan Academy are highly successful. Inheriting her father’s expertise, but also standing out as innovator, Monica Coppola has one key objective: to express her very special vision of femininity and coiffure. The creativity of Artistic Director Adalberto Vanoni — art and fashion expert, and a leading light of most prestigious couturiers’ backstage — contributes to the brand’s magical allure.
Luigi Neri and Ernesto Spica — Class
A ground-breaking pioneer in identifying trends, herald of an innovative vision of coiffure, architect of hairstyle collections created on the basis of up-to-date fashion design, thanks also to its prestigious partnership with Polimoda. With these credentials and a truly innovative training scheme, the Class brand is today followed by about 300 salons throughout Italy. Luigi Neri — a hairstylist who is creative, effervescent and always one step ahead — is its Artistic Director. Ernesto Spica — a manager vested with a visionary entrepreneurial spirit and co-founder of the brand — is the brilliant commercial leader.
Salvo Filetti — Compagnia Della Bellezza
The prime network for all-Italian (or rather “all-Sicilian”) hairdressers, CdB has dominated the coiffure sector for more than twenty years: approximately 300 affiliates in Italy and abroad who have made the brand’s unmistakeable style their own, disseminating it through the Joyà Academy of Catania and the seasonal hair fashion collections. Founder of CdB, together with Renato Gervasi, and Artistic Director, hair designer Salvo Filetti is a top educator, an image consultant for numerous VIPs and a beauty advisor on TV, in leading women’s, fashion and lifestyle magazines, as well as on the Web.
Alessandro Santopaolo and Massimo Bianco — ContestaRockHair
A space with no geographical bounds or limits of expression, a movement driven by a young cosmopolitan team, a veritable laboratory of ideas. This is the flair of ContestaRockHair: founded in 1996 by two talented hairstylists, today it is an international network with salons in Rome, Florence, New York, Miami and Shanghai. The focus on what is happening “on the street” and the understanding of new communication media and cutting-edge technology allow Massimo Bianco and Alessandro Santopaolo to constantly develop new projects, often combining beauty and social commitment.
Sergio Carlucci and Charity Cheah — Toni&Guy Italia
TONI&GUY Italia was established in Milan in 1997 and has not stopped growing since then. Today, it has more than 150 staff and 12 salons, along with the TONI&GUY Academy — a nurturing ground for new talent, a place of inspiration and creative core of the international Artistic Team. A strong brand identity and international quality are the essential must-haves for the co-founders: Brand Development and Communication Director Charity Cheah, businesswoman with multicultural expertise, and Managing Director and Group Creative Director Sergio Carlucci, visionary leader and passionate entrepreneur, with extensive skills and experience in the fashion system.
