Sweis Celebrates Stylish Versatility of Moroccanoil

By Anne Moratto | 10/22/2012 10:38:00 AM


click image to zoomKarl Sweis, (CEO Sweis), Kevin Hughes, Moroccanoil (Global Educator) Robert Ham (Moroccanoil Education Director), Traci Barrett (freelance stylist) Sweis, Inc., distributors of professional beauty products and one of the first to carry the Moroccanoil line of hair treatments, recently invited salon owners and stylists to a rooftop cocktail party and runway show at the Andaz Hotel in West Hollywood.  

Kevin Hughes and his model Moroccanoil educators, Robert Ham, Director of Education and Kevin Hughes, Global Educator with assistance from Traci Barrett, freelance stylist, showed party guests how to create trend setting looks inspired by fashion with Moroccanoil products.  With hair spanning the decades, the stylists began with casual day looks then transitioned to more dramatic evening looks.

  • 50’s – Curly styles became a 50’s like faux bob and a Veronica Lake finger wave with hair to the side.
  • 70’s – The daytime looks were subtle, barely there waves. Evening styles became braided top knots.
  • 80’s – Perms were the inspiration when daytime curls became a curly mohawk with a tail and French roll. These two looks were showcased in the recent Catherine Malandrino show during New York Fashion Week.


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“We believe that it is important to offer our customers ongoing education and trend inspiration to fuel their creativity,” says Karl Sweis CEO Sweis Inc.  “Moroccanoil education has been in high demand and we were excited to be able to offer this special presentation from the Moroccanoil artists who are fresh off of working the New York Fashion Week runways and creating the season’s most popular looks.”

Moroccanoil also announced that they would be bringing these types of events directly to salons with more advanced education encompassing hands-on creations of looks and seasonal trends.





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Anne Moratto’s well-rounded beauty career includes years in beauty public relations, beauty marketing, beauty manufacturing, and now, with MODERN SALON, in beauty publishing. The through-line has been an intense interest in all things beauty and a sincere appreciation for the skilled artists and entrepreneurs who make the industry so vital, compelling and creative. Anne, a native of Wisconsin, lives with her family in Los Angeles, CA, and is MODERN SALON’s West Coast Beauty and Special Markets Editor. She can be reached at amoratto@vancepublishing.com


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