Press Release: February 12, 2007

As one of Hair Asia’s champions, Andrada too joins the fortunate few to be sent overseas as part of their prize package. In the coming weeks, Andrada will be heading to China to attend a special short course at the premier Vidal Sassoon Hair Academy of Shanghai.

Salon Spectacular 2006 was also a milestone affair for Hair Asia because it was during the event that Evelyn re-launched the long-missed Hair Asia Total Beauty Journal with the magazine’s cover model, Gretchen Barretto, in personal attendance.

In a breathtaking white floor-length gown, amidst the soulful stirrings of 1961 classic “Moon River”, Gretchen walked the runway with all the royal drama befitting her legendary beauty.

Evelyn, together with Gretchen’s long-time stylist and friend Patrick Rosas, presented her with Hair Asia’s first Icon of Beauty Award. The Award was presented to Gretchen in honor of her “beauty, presence and style that embody the unique essence of the Asian woman, which has served as a source of inspiration and pride to the modern, empowered Filipina”.

A clearly gratified Gretchen was moved to tears upon receiving the honor saying that it is “the very first award I have ever received in my whole life.” She also added that she was “extremely touched by the warm welcome that was extended to her by the Hair Asia family” and promised that Hair Asia will be seeing more of her in the future.

As expected, the magazine was almost sold out even before the day was over.

Indeed, Evelyn Alvaran-Cruz has much to be thankful for. The Hair Asia events and competitions have been a consistent success for more than 16 years. But, as if that is not enough, Evelyn dropped yet another surprise for Hair Asia’s loyal following.

What do you get when you have a local beauty industry frontrunner and a global hairdressing industry giant together in one spectacular event? History.

And that is what the 17th National Open Championship for Hair and Makeup will be making as Hair Asia and the Vidal Sassoon Group comes together at the World Trade Center on March 5, 2007.

For the first time since 1993, the Vidal Sassoon Organization is sending some of their top experts from Shanghai and the United Kingdom to give an exclusive Look-and-Learn Seminar to the local industry’s most promising hairstylists. The lucky beneficiaries of the training will be carefully handpicked by none other than Hair Asia’s President & CEO herself, Evelyn Alvaran-Cruz.

“We are honored to make this once-in-a-lifetime opportunity happen for our hairstylists,” said Evelyn. “Learning first-hand from such internationally renowned experts is an incredible privilege and life-changing experience that ordinarily won’t be possible for many of our extremely talented yet financially challenged hairdressers” she continued.

The Vidal Sassoon Academies, dubbed as the “Harvard of Hairdressing”, is renowned as the global leader in technical training. While the seminar will be but a brief sample of the Sassoon Professional education programme, it will be enough to provide an intensive and total perspective on exciting seasonal cut and color techniques and the latest on technical innovations.

“I could not believe it when VSA accepted our invitation. A few years back, I would never have thought it possible for a whole team of Sassoon experts to go all the way to the Philippines just to participate in one of Hair Asia’s events,” disclosed an obviously thrilled Evelyn.

The full-day workshop is but a culmination of many years of partnership between Hair Asia and the Sassoon Group.

In 1993, while launching the Sassoon line of products in the Philippines, the grand man Vidal himself presented Evelyn, along with a few others, with a special commendation for their contributions to the local hairdressing industry. The partnership has only strengthened in the following years, highlighted by its Shanghai branch’s sponsorship of winners in the Hair Asia competitions.

The seminar will also include a Gala Show by the Sassoon experts featuring the season’s latest hairstyles and colors.

“The Sassoon team is fully hands-on in this endeavor,” shared Evelyn. “In fact, they will even be flying in their own choreographer Nicola Catherine Blatchford and wardrobe from UK just for the Gala show.”

Coinciding with all the excitement is the 17th installment of Hair Asia’s annual National Championship for Hair and Makeup. Expected are some 8,000 participants in the various contest categories and thousands more to witness the exciting competitions.

The four categories that the best of the best will be competing in are the Ladies’ Haircut and Colour Design, the Men’s Haircut and Colour Design, the Commercial Hairstyle and Makeup, and the Bridal Makeup Competition.

Once again, this year’s Overall Champion will receive cash prizes amounting to P15,000.00, a gold trophy, gift bags from the event sponsors and, to top it all off, an educational grant to attend a short course at the Vidal Sassoon Academy of Shanghai.

Aside from the Vidal Sassoon contingent of experts, leading hairstylists from the Hair Asia-Japan Creative Team will also be in attendance to give their take on the avant-garde evening hairstyles. Make-up provided by Shu Uemura.

The event will also be attended by thousands of hair and makeup professionals, industry retailers, salon and spa proprietors, and avid beauty connoisseurs. Whether they will be launching their newest products and services, participating in the cosmetic trade fair, purchasing their favorite items on discount, or simply keeping their ears to the ground for the latest trends in hair and beauty, the Hair Asia events are sure box-office hits.

Smaller satellite stages scattered all over the trade hall will also feature non-stop product demonstrations on willing volunteers, and continuous instructional sessions for product users and retailers.

Products from the event’s major sponsors such as Wella, Revlon, MATRIX of L’Oreal, HBC Hortaleza Professional, Kolours Colour Recharge Shampoo and Sensea Direct Marketing, Sofia

“You will also find our regular trade partners at the fair,” ensured Evelyn, “like Ah-Glow, Aktuelle, Beauty Concept, Beauty Touch, Bergmann, Creatic, Golden Fabulouz, Handle Enterprise, Indola, LBY Enterprises, L’Oreal Professional Max Factor, Modern Salon Supplies, Mondes Spa, MTN Marketing, Oilganics, Patrick Rosas by G-Lish, Prosil Hair Spa, Schwarzkopf, Swallow Derma, Wahl, YIGGM,Lancome, Shu Uemura, Chacharel Fragrances