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 On Monday September 11th, Shwarzkopf Professional brought an international twist to the biggest party of the year.

The event included a senior delegation from Turkey for its first visit, and the presence of Richard Ashforth, the company’s international hairstyling ambassador from the UK, together with local brand ambassadors, for the largest hair show that Israel has ever seen. Over 3,500 guests were invited to see the more than 60 models in a powerful, grandiose hair show.

Ania Bukstein sang in the opening performance, Liron Ravivo marched onstage, and dozens of celebrities danced to the tunes of DJ Tomer Meisner and VINI VICI. With elaborate background lighting and video-art, music and dancing well into the early hours of the morning, the party was said to the most impressive, in quantity and quality, that Israel has ever seen!

A lavish dinner, including cuisine from all over the world and a full assortment of alcoholic beverages, was accompanied by live entertainment, including acrobats, stilt-walkers, fire performers and other artists, and was broadcast live via 4 radio stations.

Schwartzkopf Professional continues to redefine expectations, with more than 3,500 guests gathering at the Tel Aviv Fairgrounds for the most outrageous party of the year. Among the firsts: a visit from a senior delegation from Turkey who after hearing about previous events decided they wanted to experience the Shwartzkopf Professional in Israel experience for themselves. The delegation included Viki Motero, CEO of Shwartzkopf Professional in Turkey; Shilah Hefer, marketing manager of Shwartzkopf Professional Turkey, and about 50 leading hairstylists from Turkey who came to participate in the extraordinary event. Morley Sondar, the Middle East-North Africa regional manager for Shwartzkopf International also came to honor this exceptional event, along with Shmulik Cohen, CEO of Shwartzkopf International Israel, and Debby Pesah, the marketing and training director.

Richard Ashforth, the company’s international styling ambassador, also came from abroad, along with a large staff to help prepare the models. Richard is one of the leading hairstylists in the UK, and responsible for preparing the hair in various displays of international fashion during Fashion Week.

A full week was spent preparing the models for the big event, with the large international staff, including Ashforth, Rafael Teplov, Sivan Madmoni, Kobi Borochov, Idan Bar, and Yigal Biton. laboring to prepare the hair of 60 professional models.

The VIP section included Oz Zehavi, Chen Amsalem with Maor Zaguri, Ana Aronov, Shir Elmaleh, Dana Grotzki, Liran Cohener, Liron Revivo and her fiance, Maya Dagan, and Yuval Sharif. Nearby, a radio stand with Amira Buzgalu broadcast the party live to 4 radio stations until midnight: Radio Tel Aviv, Radio Haifa, Radio South, and FM 101.5. The broadcast included feedback from broadcaster Daniel Zioni.


The hair fashion show was divided into 3 large displays, by trends: Black Diamond, Purity, and Tribal, with each then subdivided into 3 individual performances. Black Diamond presented the mysterious, sensual side of the hair, using various techniques to create an aura of mystique and hypnotic appearance.

Purity featured a clean and geometric look, created using a careful combination of colors and fabrics to match the models. Tribal was a tribute to VINI VICI, with the models displaying braiding in a variety of styles and lengths, inspired by African tribes with some Chinese and Mongolian influences.

Just when the show seemed to be over, the lights dimmed and then came back on to reveal all 60 models on podiums, with VINI VICI playing new songs that hadn’t yet been played for the public

Shmulik Cohen, CEO of Shwartzkopf International Israel said that “The tradition continues, with 6 years of success and growth. Shwartzkopf International has become the leading brand in Israel, providing high quality products to a diverse clientele. We are the only company in Israel to produce internationally acclaimed parties for 6 years running, and this time we’ve proven conclusively that we are number 1!”

Debby Pesah, the Marketing and Training Director, added “We’re excited to present the largest hair show ever brought to Israel! Our performance this year is on part with the largest shows that Shwartzkopf International has held anywhere in the world. We are the number 1 company, and will continue to maintain that standard.”

Director: Shai Touboul; Production: Ishonim Production; PR: Harel Moradi

Photos Silvia Golan