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The event opened with the presentation of a new digital platform that will revolutionize the hairdressing world. Overcoming the values of excellence in the pioneering obsession with innovation and digital transformation with the launch of L'oréal Access – a digital meeting point with the aim of consolidating professional development… anytime, anywhere!

Then the frenetic energy of Redken, inspired by the streets of New York. Against the backdrop of 5th Avenue, releasing the beat to go indie, be edgy, be yourself!

“No Freedom, No Art ” was the opening show, with the creative direction of our Alex Vasconcelos and choreography by Lara Pereira ( LPstudio ) and with the artistic contribution of the Portuguese team of RedkenArtists! Shows in Portugal have a new signature since Alex started to innovate with the fusion of new artistic concepts and the art of hairdressing!

The Redken show opened the stage for one of the biggest legends in the hairdressing industry: Sam Villa. With a stunning stage performance and incredible technique, Sam Villa inspired the entire audience with his message and the artistry that makes him one of the biggest living references in the hairdressing industry.

The journey did not stop and the Portuguese team Id Artist L'oréal Professional followed with an inspirational show in the fashion capital, reinforcing its DNA and its values. This was followed by the presence of yet another legend of the industry – Laetitia Guenaou, who dazzled the audience with yet another show embellished with the glamor of Paris!