MODERN SALON was excited to attend the Austin, TX edition of Schwarzkopf Professional’s L.I.F.T. by SKP, an event dedicated to inspiring stylists and sharing the tools and voices that help them thrive in their careers. The fun-filled event featured special guests like celebrity stylists Tracey Cunningham and Chris Appleton, as well as keynote speakers Paralympian Megan Blunk and bestselling author Ben Nemtin.
L.I.F.T. stands for Limitless Inspiration to Foster Transformation, a perfect descriptor for the event. This sold-out edition of L.I.F.T. came after highly successful ones in Los Angeles and Chicago earlier this year.
When asked what the inspiration for the event series was, Schwarzkopf Professional General Manager Michelle Chandler explained her thought process. “How do we partner with our salon community, and how do we bring them up through education?” she recalled wondering. “How do we create a platform where they can tell their stories and create a sense of community? [LIFT] has been a really important shift in the approach that we’re taking.”
Left to right: Host Matty Conrad, Keynote Speaker Megan Blunk, SKP GM Michelle Chandler, Keynote Speaker Ben Nemtin
photo courtesy of Brand Revolution/Lee Kirgan
Throughout the day, attendees were able to network and visit the activation stations around the industrial-chic venue to learn about SKP products, grab freebies, snap fun photos, and even get their hair touched up with OSiS products at the “Hairstream,” an Airstream trailer decked out with a salon station.
Renowned barber Matty Conrad acted as the emcee of the event, entertaining the audience of beauty professionals and interviewing the special guests on stage.
Michelle Chandler kicked off Day One as she shared the brand’s mission to create community among its network of stylists and inspired the attendees to LIFT their voices and share their stories.
Matty Conrad interviews Tracey Cunningham on stage.
photo courtesy of Brand Revolution/Lee Kirgan
Schwarzkopf Professional U.S. Creative Director of Color & Technique Tracey Cunningham was then welcomed onstage to chat with Conrad, sharing her career story and giving invaluable industry advice.
Afterwards, Schwarzkopf Professional Global Color Ambassador Chris Appleton joined Conrad onstage to give fun insight on his career and behind the scenes tea of work he has done on his celebrity clients, including Kim Kardashian, Christina Aguilera, Jennifer Lopez and Katy Perry.
Tracey Cunningham demos a signature technique.
photo courtesy of Brand Revolution/Lee Kirgan
Tracey Cunningham returned with a copper color demo, joined by some of her talented Mèche Salon assistants, as she shared signature tips and spoke about her journey transitioning to the Schwarzkopf Professional brand.
After lunch the inspiration continued with moving presentations by former gold medal Paralympian Megan Blunk, who spoke about her struggle with depression and finding purpose after her accident; and New York Times Bestselling Author and founder of The Buried Life Ben Nemtin, who discussed overcoming mental health challenges by completing the ultimate bucket list and helping others do the same.
The evening then ended with signature cocktails, a selection of local Austin cuisine, a book signing and meet-and-greet with Tracey Cunningham, and a live musical performance by West Texas Exiles.
Patricia Nikole demos a ribbon lights technique.
photo courtesy of Brand Revolution/Lee Kirgan
Day Two was full of hands-on education where attendees had the chance to learn from Schwarzkopf Professional Artistic Ambassadors in classes like Blonding with Carly Zanoni, how to create multidimensional Ribbon Lights with Patricia Nikole, Water Paint Pastel Color Toning Technique with Josie Vilay, Coloring Wigs with Brendnetta Ashley, and Fall Bronde Color with Carlos Rojas.
At the same time, there were also insightful talks for those wanting a bit of business education. Branding guru Johnny Earle took the audience through his journey of building his popular apparel brand Johnny Cupcakes, which found huge success and customer loyalty through a wide array of unique marketing strategies. Then, content strategy expert and model Ann Krisha Buenaobra went over social media best practices and what makes audiences tick.
Attendees follow along during a demo.
photo courtesy of Brand Revolution/Lee Kirgan
“I hope attendees start using SKP if they’re new to it, or if they aren’t new to the brand, to continue using it,” said Brendnetta Ashley when asked what she wanted stylists to take away from the event. “I want them to connect with other stylists in their area or anyone using SKP, just so we can build our community much stronger.”
Carly Zanoni agreed. “I want stylists to have an understanding of Schwarzkopf and how versatile it is, but I also want people to come away with a feeling of community,” she added. “We’re all learning, we’re all growing, and you’re never alone. No matter if you’re feeling burnt out or like you want to go in a different direction in your career, there are other people who will support you and help you with that.”
It’s definitely safe to say that attendees of L.I.F.T. by SKP came away from the event feeling inspired, empowered, and more knowledgeable on the topics that matter to them.
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