As they continue to expand globally, Farouk Systems Inc. recently hosted a two-day event for their Latin American partners in Houston, TX. This included representatives from Mexico, Belize, Guatemala, El Salvador, Honduras, Costa Rica, Panama, Ecuador, Chile, Uruguay, Nicaragua and Columbia.
Guests were greeted with opening remarks from Dr. Farouk Shami, founder and chairman, and Rami Shami, CEO, both expressing their commitment to their needs. The Farouk Systems Executive Team of Lisa Marie Garcia, president of innovations and Stuart Feldshon, president of national and international sales, also presented a sneak peak into the upcoming product launches and overall marketing strategies.
On the first day, Garcia presented the full marketing plan and the company’s new tools launches such as the Nano with NASA-inspired Nano Silver & Blue Light technology plus the new CHI Power Plus, Olive Organics and Aloe Vera with Agave Nectar Curl lines. She also introduced the extension of the LAVA Tools, which will include a LAVA Hair Dryer and Extended Styling Wand.
The distributors saw the company’s focus on their core values of Environment, Education and Innovation as well as plans for each countries extensive educational support such as:
- Educational Shows
- Educational Caravans visiting salons to help them grow their businesses and brand awareness
- Educational Classes covering: The Art of Coloring and Lightening with CHI, Men’s Grooming with Esquire, The Artistry of Up Styling, The Artistry of Avant-Garde Styling, CHI Enviro Smoothing System, Deep Brilliance with same day Color and Relaxer, Same Day Color with Straightening or Smoothing, CHI Transformation Smoothing System and Color Correction
On Day One, Global Artist Anna Cantu provided a special presentation of models showcasing both the CHI Chromashine hair color as well as the CHI LAVA Volcanic Hairstyling Iron, to demonstrate the company’s dedication to education and innovation. Each country will have Cantu kick-start their informational events and shows followed up by Farouk Systems’ educational teams for additional support. This will bring brand awareness along with the latest in color trends, cutting and styling utilizing both the CHI and BioSilk brands.
On Day Two, Dr. Shami and Garcia provided a tour of Farouk Systems’ labs and manufacturing. “This is where it all starts and ends,” Dr. Shami said. “We take a great deal of pride in bringing that latest innovations and using the finest ingredients to manufacture the safest products. This is done not only for our fellow hairdressers but for their customers and the environment.”
“The energy this weekend was over the top - inspired by Dr. Farouk Shami," says Feldshon. "Our new launch of Chromashine, and the continued success of CHI LAVA and CHI Shine Shades was met with enthusiasm by all who attended. We are looking forward to continued growth from our Latin American partners.”
About Farouk Systems:
Farouk Systems, Inc. is a Houston based company of hairdressers for hairdressers. They manufacture high quality professional hair care products, including industry-leading brands CHI® and BioSilk®. Farouk Systems was founded in 1986 by Dr. Farouk Shami, a hairdresser whose mission is to provide the professional beauty industry with the most advanced American technology based upon “Education, Environment and Ethics”. Farouk Systems distributes its products throughout the United States and to over 144 countries worldwide.