Wella Professionals Color and Oribe Hair Care have joined forces to develop joint programming for educational events such as Oribe Ateliers, a series of hands-on workshops that will be held nationally beginning at the end of September, and Oribe Backstage, a yearly gathering of the country's top hairdressers. The programs will focus on color and hair trends and product training for both companies’ networks of salons and artists. Wella will focus on integrating hair color into Oribe’s educational programs, which does not produce color products.
“We believe this partnership will provide inspiration not only for salon owners and stylists, but for their customers,” said Rueben Carranza, chief executive officer of Proctor & Gamble Salon Professional North America, which owns Wella. “We see this as the start of a very exciting partnership.”
“The relationship allows us to present a highly unique offering to salons – a combination of the best color, education and hair care products in the market," said Oribe co-president Tevya Finger. "Together, we are a one-two punch that will truly enhance each other’s businesses and will bring together two great brands. This is the true meaning of a strategic partnership.”
Oribe, who has long used Wella as his preferred color brand, will headline a special stage presentation for Wella Professionals at the annual Intercoiffure America/Canada event at the Waldorf-Astoria in New York City from October 15 to 17. He will also appear as a guest artist at Wella Professionals 2011 International Trend Vision Awards event on October 29 in New York City, an exclusive event for more than 3,000 top North American Wella stylists.