KMS California Hosts First International Training

By Editorial Director Marianne Dougherty

Hundreds of educators from all over the world gathered in Santa Monica, California, January 16-19 to learn about the newest products, trends and techniques from KMS California at the company’s first ever international training. Members of the KMS California Artistic Team joined International Artistic Directors Edwin Johnston and Clive Allwright on opening night to demonstrate looks from the company’s latest collection, Hotel California. Global Programs Manager Alan Earnshaw took attendees on a trip down memory lane, recalling the company’s humble beginnings and holding up the first bottle of KMS shampoo.

Michelle Rodriguez, Global Brand Manager, pointed out that clients today want versatility—one haircut that can be styled in a variety of ways. “The techniques you’ll be learning this weekend build versatility into the haircut,” said Rodriguez, who also pointed out that sales of hairstyling products are forecasted to rise by 11% from 2007 to 2012. According to Rodriguez, clients still covet shiny, healthy hair, and the natural ingredients in KMS California products deliver the results they want.

International Artistic Director Clive Allwright, who owns a salon in Sydney, Australia, presented hair trends for 2010, and he has two words for you: wicked texture. “My kit used to contain straightening tools, but now I carry tongs,” he said. “Texture is big. Volume is big. So instead of trying to tame natural texture, emphasize it.” On the hair color front, Allwright predicted that reflective shine and radiant color will be a huge trend this year. “Red is a prominent shade in Australia right now,” he said.

So what do clients want when it comes to new products? “They want to streamline the styling process, and they want to do more with less, like style and treat the hair at the same time,” Allwright said.  “They also need protection from the sun and heat styling.” With that in mind, KMS California has introduced three new products: hairstay Style Boost (a lightweight styling foundation for natural movement and bounce), addvolume Body Build Detangler (body-enhancing leave-in conditioner) and colorvitality Shine and Shield (an antioxidant-packed formula with UV filters that extends the life of color and delivers brilliant shine).

Global Artistic Education Manager Deanna Ramirez walked attendees through the Tech Guide that provides step-by-step instructions for recreating the customized cuts and styles in the 2010 campaign, Hotel California. An instructional DVD is also included. Ramirez also walked educators through Long Hair Foundations, a new book for 2010 that includes step-by-steps for four updos from Edwin Johnston.

Rachael Erdmann, Assistant Global Brand Manager, unveiled the company’s brand-new website, which went live on January 1. “We wanted to create a more exciting user experience, which is why you’ll find a new section just for stylists,” she said. “We’ll also be updating the site on a regular basis.” The site also features new browser-based navigation, a Blue Planet section for eco-conscious stylists and lots more. Go to www.kmscalifornia.com to check it out.

“It’s all about the Internet now,” said Stephanie Sprankle, Head of Global Education. “It’s the fastest way to get the word out.” Sprankle announced that the company will start featuring webisodes in April. We got a sneak peek of one featuring celebrity stylist Ahn Tran, who is also a member of the KMS Artistic Team. Who knew Tran was such a cut-up? To demonstrate what not to do at the shampoo bowl, Tran made every mistake in the book, from getting shampoo in the client’s eyes to shrugging his shoulders when asked what shampoo he was using. Watch for this webisode in April. Talk about must-see TV.