Ethnic Hair Care Giant to Sponsor Europe’s Largest Afro Hair and Beauty Expo

LONDON - Afro Hair & Beauty Live has announced that leading ethnic hair care manufacturers SoftSheen-Carson, who belong to the prestigious brand portfolio of L’Oreal USA, are to be mainline sponsor at this year’s event; set to take place at Alexandra Palace this Spring Bank Holiday weekend.

Afro Hair & Beauty LIVE 2009, which runs from 24 - 25 May, will bring together some of the worlds leading hair and beauty brands, as well as top hairstylists and beauticians, for a spectacular weekend of demonstrations, pampering and stage shows.

SoftSheen-Carson, manufacturers of premier hair care brands such as Dark and Lovely, Optimum Care and Wave Nouveau Coiffure, are among the many big names to be present at this year’s event, where industry experts will showcase the latest innovations in hair and skincare products, including lace front wigs. Whilst leading hair technicians will offer consumers key tips and advice for weaves, extensions, braids and natural hair.

Event organisers will also launch a series of exclusive educational seminars, delivered by award-winning stylists and business consultants, aimed to equip salons with an array of hands-on skills and techniques to enable survival during these challenging times.

The annual event now in its 27th year has seen the likes of Grammy Award-winning trio Destiny’s Child, international singing sensation Estelle and Hollywood actor Idris Elba, and continues to attract audiences of over 13,000 from all across the world.

Event Organisers, Afro Hair & Beauty Live commented: We are truly delighted to have SoftSheen-Carson on board as mainline sponsor for Afro Hair & Beauty LIVE 2009. They are a well-known and established brand within the ethnic community and with their support; this will enable us to continue to provide a platform for the emergence of new trends, innovations and talent within the hair and beauty industry.

Tsiry Raonimahary, Europe Marketing Manager, SoftSheen-Carson commented: “As the worlds leading manufacturer of ethnic hair care products we are delighted to be sponsoring Afro Hair & Beauty LIVE 2009, a well established and prestigious event. We will be using this opportunity to showcase our brands and expertise so that SoftSheen-Carson continues to be synonymous with supporting the style and beauty of the people of colour throughout the UK.”

Guests will also be treated to special live PA’s, giveaways and stunning stage shows including College Freestyling, Stop Watch Styling and Sensationnel Icon - celebrating unique hair styling talent within the UK.

Doors open at 10am and close at 7pm. For tickets or further information, visit www.afrohairshow.com

Notes to Editor

1. Afro Hair & Beauty Live is a show designed to meet the needs of even the most discerning visitor. It is a total hair and beauty experience, which aims to help consumers make the very best of their hair and beauty regime. Tickets are GBP12.00 per person at the door. Advance bookings, concessions and students (with student ID only) GBP10 per person.

2. Tickets and a range of premier hair care products are available for consumer giveaways.

3. SoftSheen-Carson is the world’s leading manufacturer of ethnic hair care products. SoftSheen-Carson belongs to the prestigious brand portfolio of L’Oréal USA, a wholly owned subsidiary of L’Oréal Group, the world’s leading cosmetics company. Headquartered in New York, SoftSheen-Carson is led by Candace Matthews, President.

Source: Afro Hair & Beauty Show Live 2009

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