Dubai, UAE - Masrouji, distinguished distributors of reputed professional haircare brands across the Middle East introduced exciting new lines of premium quality products from Alfaparf Milano.

The new product lines were unveiled at its exclusive showcase events organized in Shangri-La Hotel, Dubai and Radisson Blu Hotel, Al Ain. Some of the most respected experts and specialists within the professional beauty industry, including fashion and beauty enthusiasts, salon owners, hairdressers and influencers attended the events.

Guests had the chance to meet internationally acclaimed hair expert and Alfaparf Milano’s global trainer Kenneth Frost as well as participate in workshops led by Masrouji’s hair care educator Natalia Tsishkevich, who imparted their extensive knowledge on hair styling and coloring.

Alfaparf Milano the #1 Italian brand in the hair salon industry worldwide and also a part of the Alfaparf Group - a leading Italian multinational manufacturer of professional, high-performance, premium hair color, hair care and styling products, was the highlight of the show.

Alfaparf Milano’s new range of products that went on display included:

  • Elegant LEONARDO Line (new hair color collection featuring six new shades inspired by Leonardo da Vinci Renaissance theme);
  • The delicate Semi Di Lino scalp line (covering energizing, balancing, purifying, and calming micellar shampoo lines, rebalance exfoliating scrub, calming and energizing tonics as well as energizing lotion forming the updated line with an improved formula for solving scalp problems; the unique ingredient composition contains a macrobiotic system based on pre- and probiotics);
  • Vibrant BB Bleach free style powder (bleaching line for stylists who like painting and creativity on hair to make their own patterns. This product is perfect for free hands techniques like balayage, ombré and hair highlights. BB powder has Bi-Bond reconstruction complex with innovative ingredients which help protect and at the same straighten the hair during bleaching).

Favored by professionals, celebrities and end users alike, Alfaparf Milano’s lines is the result of the research, thorough testing, collaboration with international hair stylists designed to completely transform the look of the hair without compromising the quality and safety of the hair fiber. Hair care products are designed for both normal as well as color treated hair and leading to instantaneous shine, from shampoo to styling.

Hosted under the umbrella of the newly launched professional training academy MASTERY that serves as an educational hub and learning platform for beauty professionals, the events featured a series of educational workshops, a catwalk and video presentations demonstrating the exquisitely remarkable premium "Parallel Universe Collection" cut, styled and colored by Masrouji and Alfaparf Milano experts. The event also included interactive sessions with attendees bringing the genuine art of hairstyling to life.

Dr. Peter Rostom, Regional Manager MENA, Masrouji said, "We’re excited to introduce a new collection that stays true to its brand philosophy. At Masrouji, we are committed to the development of the professional beauty community and in bringing the latest and highly sought after professional hair products to our customers. For this purpose, we’ve just launched MASTERY – Masrouji’s professional training academy for beauty to support specialists with professional advice, practical workshops and training to help them develop new skills to grow a successful business in the beauty industry”.

We consider ourselves to be the go-to destination for professional advice and highly desired and premium quality hair care products, and it was a great opportunity to organize these first series of events and showcase Alfaparf Milano to the customers in the UAE," added Dr. Rostom.

Masrouji will be hosting a series of exciting events in 2020 focused on professional training & development, introduction of innovative beauty products and demonstration of trendy hairstyling and coloring techniques.

To stay informed about upcoming events, beauty specialists can contact Masrouji office on +97144279063 or follow Instagram page on @alfaparfmilano_uae, Snapchat group @afaparf_uae or Facebook feed @ALFAPARF.MENA.

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About Masrouji Group:

Masrouji Group was founded in 1959 by a group of hardworking and enterprising people, who endeavored to set new benchmarks in beauty and personal care. Today, Masrouji has evolved into one of the largest distributors of an extensive international range of top branded products for personal care, beauty, pharmaceuticals, FMCG and baby care products, including partnering with industry leaders like Alfaparf. Masrouji continues to incorporate new ideas and modernization efforts whilst drawing simultaneously on the experience, industry knowledge and customer loyalty built up over the years. Headquartered in Ramallah Palestine, Masrouji has offices in UAE, Jordan and Palestine.

About Alfaparf and Alfaparf Milano:

Alfaparf Milano is a premium professional brand, exclusively dedicated to hairdressers for 40 years in the world market. Its product services are the result of the research, collaboration with international hair stylist and beauty centres. Alfaparf Milano has unique mission to elevate the art of hairdressing. Alfaparf Milano is now the #1 Italian brand in the hair salon industry worldwide.

© Press Release 2019

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