Indian Hairdressing Awards 2024
Hair artistry has been appreciated and celebrated worldwide for decades. However, the Indian landscape has been gaining attention over the past 5 years thanks to the Indian Hairdressing Awards (IHA) by L'Oréal Professionnel, a yearly?celebration of the best of Indian talent and creativity.
Celebrating its 5th edition, spanning 4 regional contests showcased on Jio Cinema, hosted by Anusha Dandekar set the tone for the biggest and grandest finale yet. With thousands of applicants across the country, the regional events showcased talent and innovation, allowing audiences around India to witness the excitement of hairdressing, leaving them anticipating the finale, where winners would get to train with some of the best hairdressers in the world.
Having worked with L’Oréal Professionnel over the past several years, from internal events to curating IHA since the first edition, it was interesting to curate the biggest IHA yet, to be showcased on OTT nationally. Weaving in cutting-edge technology and engagements that highlight the science behind each product, is a challenge our team anticipates with excitement every year.?
With the aim of curating an experience that was both exceptional and memorable for audiences present as well as viewers nationally, our team, in collaboration with Caroline Lannuzel (Artistic Show Director), Gavin Miguel (Fashion Designer) and Gently Altered (Music & Graphic Design for the Finalist show and Artistic Show), curated the show at Jio World Convention Centre, showcasing the best creativity and artistry of the industry.?
Ensuring a holistic experience journey on ground, an audience of 4000 people was welcomed with technological and AI engagements across three zones, covering F&B, the brand experience engagements and the main show zone, with each touchpoint, taking them through the brand synergies while building anticipation for the coveted award.
The brand experience zones, namely the Scalp Advanced Zone, the Absolut Repair Molecular (ARM) and INOA ID allowed audiences to engage with the key products while understanding the science and technology behind each of them, via specially curated UI across multiple screens for a seamless experience.?
For most, the icing on the cake was the customised AI recommendations on the perfect scalp care routine from the Scalp Zone and virtually trying out new hair colours with INOA ID before committing to a new look, while understanding hair science and the full power of ingredients at a molecular level with ARM.
The main show area welcomed guests with over 4000 ft. of larger-than-life screens with over 50,000 pixels, and a stage of over 3000 sq. ft. with visually stunning graphics and perfectly synchronised lights and reflections, creating a mystical experience, highlighting the creative energy flowing in the space, built within 24 hours.
Opening the show, finalists showcased their talent and individuality with a fashion show, featuring some of the most exciting looks of the season, amplifying senses with stunning visuals, upbeat music and choreography.?
Exhibiting the highest form of hair artistry, the L’Oréal Professionnel Dream Team put on a display of live hair styling on stage featuring 12 artists over a 25-minute show, enamouring audiences with a mix of precision, skill, design and choreography, followed by the announcement of the winners in the various categories. ?
Filled with industry experts, finalists & family members and influencers, the show garnered a high impact on social media, creating ample buzz for the upcoming finale episode on Jio Cinema. ?