At the 2010 International Salon and Spa Expo––with new trends, groundbreaking education, a rollicking trade booth, and the launch of ARROJO Ambassadors––the ARROJO artistic team stole the show.

Invited onto main-stage, Nick and fellow master stylists displayed the latest trends and techniques in scissor and razor cutting, and color. It soon became clear that, for 2010, texture is the most dynamic trend. The focus of the cuts and styles was structure with looseness and flexibility; swing and movement, with length; short, edgy cuts that blend texture and elevation to create a “tough baby-doll” effect. For color, texture was created with intense, vibrant, reds, strong aspects of modern color blocking, and contrasted tones on darker hair.
       
After last year’s success, we were again called into the classroom to host a seminar presentation. Nick’s razor demo fused logic and creativity, individuality, flow and feel. His abiding message to his fellow hairdressers is to have passion, improve technique, and realize creative potential. The prescription, he says, is to “commit to the discipline of the craft and embrace the advantages of education.” 

Continuing this theme at the buzz-worthy ARROJO trade booth, our master stylists exhibited the world-renowned techniques developed and practiced at our award-winning studio.  Dominating the action three innovative cuts from the latest ARROJO education DVD, Trend Volume 3. The SQround cut featured a trailblazing blend of round and square cutting techniques that enable layers and texture whilst maintaining length and weight; the Hybrid cut showcased a composite of concave and square layering to create a heavy layer, modern and edgy razor cut; and Shatter-Box highlighted how to layer from the top down, and from inside to out, to shape texture and movement, at any length.

Additionally, the launch of ARROJO Ambassadors was announced at ISSE. Nick is taking his product line used at ARROJO studio, academy, and cosmetology school in NYC, to salons across America––complete with a back-end mentor and support program designed to maximize potential of salon owners and stylists.
 
“The program,” said Nick, “represents our commitment to provide inspiration and education alongside a great product line. We want to empower each professional to increase growth and productivity in their salon business, and immerse fellow hairdressers in our culture of inspiration, education, excellence and integrity.”

The announcement brought a wave of excitement to ISSE and had the beauty press clamoring to find out more.  Interviews with Modern Salon TV, American Salon, Behind the Chair, and the Orange County Register, gave the inside scoop and made ARROJO Ambassadors the hottest piece of press at ISSE.

Finally, there was a prize raffle at the ARROJO Trade Booth, with three fantastic prizes. And we can exclusively reveal who the winners are…

Stephanie Hogg, from the Talking Heads Salon, Hersperia, CA
WINS a FREE two-day seminar at the ARROJO academy, NYC

Andrew Hunter, from Bens Barber Shop, Sunnyvalle, CA,
WINS a FREE ARROJO education DVD

Wendy McNeill, from Arriba Street Salon, San Diego, CA
WINS a FREE ARROJO education download