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R+Co Launches Drive-In Education, A Series of Live yet Socially-Distanced Events
At the inaugural event in Miami, cars full of beauty pros enjoy live education from Richy Kandasamy and Thom Priano, before taking in the film "Clueless."
July 16, 2020
An R+Co representative welcomes cars to the first stop of the R+Co Drive-In Tour in Miami, July 13.
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Although many live education and industry events have been canceled or postponed throughout 2020, one beauty brand got innovative and thought through the social distancing restrictions to bring beauty pros a live event.
On July 13th, R+Co kicked off its R+Co Drive-In Tour with a stop at the Car Flix Cinema drive-in theater in Miami. The event brought the industry together for a social, yet physically distant evening of education, inspiration and entertainment—all from the comfort and safety of their own vehicles. Miami’s stop included live cutting, styling and grooming demos by R+Co Co-Founder Thom Priano; as well as color trend, technique and placement with Colorist and Educator Richy Kandasamy—followed by the ‘90s film Clueless—all projected on a massive LED screen.
“Physically distant does not mean anti-social,” saysR+Co President Dan Langer. “Over the last four months we’ve shifted all of R+Co’s education to digital—and we realized just how strong the desire for community is. The goal was to take elements of the virtual experiences of our livestream education, Zoom classes and Netflix Watch Party movie nights and replicate it in real life, while still maintaining safety and physical distancing, to give people the opportunity to see each other, wave from their cars, get inspired and have fun.”
The evening kicked off with a welcome from R+Co General Manager Elizabeth Langkraehr. Then, Kandasamy showcased color trends and techniques on stage with a presentation of two live models. The Millennial Pink model featured Kandasamy’s dimensional toning technique, while the Buttercream Blonde featured his infusion technique on textured hair. Priano then took the stage transforming his model with live cutting techniques, while walking the audience through the products he paired with his expert styling techniques.
R+Co hosted the first 100 cars with complimentary admission into the Drive In Theater. Through a live social media polling pre-event, the R+Co community voted for Clueless as the movie to be shown. Food trucks on site provided mobile ordering and car-side delivery.
Throughout the event, safety for attendees, models, educators and staff was of utmost importance. All staff members were outfitted in face masks, and guests received face masks and safety rules upon entry. Models and educators were masked, and social distancing was enforced. Upon entry, attendees received information spelling out the required safety rules.
Additional tour dates coming soon, including California and Chicago. Check tour dates and register on randco.com/edu.
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