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Brief Published: 7 May 2020

Henkel Hosts Record-Breaking Hair Live-Stream Event

Hairdressers United

On May 5 2020, German beauty giant Henkel hosted a digital event called Hairdressers United, a 24-hour global online hair festival to promote a sense of community and raise funds to help see the industry through these globally challenging times.

Claiming to be the first of its kind, and aiming to set a new Guinness World Record for the “longest online hair education seminar streamed over the internet”, Henkel used the charitable event to celebrate solidarity with the hairdressing industry and bring together some of the world’s biggest hair and beauty professionals under one digital roof.

Hosted primarily on Instagram, Facebook and YouTube, brands joining the event included Schwarzkopf Professional (international), Joico (US), Indola (Netherlands), Pravana (international), Sexy Hair (US) and more.

Thirty-six hair artists and brand ambassadors from 19 countries and 13 time zones presented a variety of educational and inspiring content for viewers, including hair colour how-to sessions, at-home cut and styling inspiration, barber artistry, and styling tutorials including bridal and braiding trends. Each artist streamed for 45 minutes, alongside a Q&A function.

The event aimed to raise funds through viewer engagement and donations, with revenue given back to the hairdressing community and a percentage – up to €100k ($108k) – matched by Henkel.

As we explore in Cosmetics in the Wake of Covid-19, it is imperative for brands to act altruistically in these difficult times, and giving consumers a platform to join in takes the initiative a step further. Equally, brands pivoting to become pandemic transcendent bastions of charity, beacons of hope, and educational leaders will drive new engagement opportunities and inspire loyalty during and after the crisis. The Hairdressers United bonanza is a great example.