Two exclusive meetings in Guadalajara and Mexico City brought together professionals from the sector to discover the brand's new conscious colouring proposal, combining technical training, innovation and brand experience.
Arkhé Cosmetics has celebrated in Mexico the official launching of Colour Pure, its innovative range of professional colouring products, through two exclusive events in Guadalajara and Mexico City which brought together industry professionals around technique, brand experience and advanced training.
These presentations reinforce the international commitment of Arkhé Cosmetics and its commitment to an conscious colouring, based on science, professional performance and respect for the hair fibre.
Guadalajara, first venue for the launch
The first meeting took place on 26 January at the VMV Guadalajara headquarters, making the city one of the first venues in Mexico to host the presentation of Color Pure. The event brought together professionals from the sector in an experience focused on the innovation, technical education and sensory experience of the brand.
The event was attended by the following educators Enmanuel Benavides Ribas, Malka Irina Barrios Osorio and Raquel da Conceiçao Riveiro, who led technical demonstrations and shared their vision on the evolution of professional colouring. The presence of the experts provided an artistic dimension that underlined colour as a tool for creative expression.
One of the highlights was the disclosure of the “secret code”, which connected the attendees with the Color Pure universe even before the event. The guests had previously received a mystery box whose content was revealed collectively during the day, generating a moment of surprise and discovery with the brand.
The launch culminated in a artistic performance, closing the day with an experience aligned with the creative language of Arkhé. In addition, the educational proposal was extended beyond the main event: the 27 January a new day of specialised training, including a hands-on session with Raquel da Conceiçao, The aim is to provide an in-depth study of the techniques, formulation and actual application of the line.
Mexico City: innovation and experience in an iconic setting
The second event was held on 28 January in Mexico City, in the La Tejedora, in La Textilera, a former textile factory from the 1940s converted into a cultural space. An enclave with a strong symbolic charge that dialogued with the concept of technological evolution and innovation that defines Color Pure.
The welcome was given by Pep Urtasun, Director of VMV Mexico, who framed the launch as the start of a new era in professional colouring. The event was hosted by Gustavo Reséndiz, and, just as in Guadalajara, one of the most eagerly awaited moments was the mystery box secret code revealed, transforming the presentation into a collective experience of discovery.
One of the key points of the meeting was the presentation of the complementary product Vibrant Colour Lock, by Carlos Juárez, Technical Director, VMV Mexico, who conducted a live demonstration to highlight the synergy between cosmetic innovation and professional performance, aimed at optimising durability and colour intensity.
The event concluded with a cocktail accompanied by DJ, The event will provide a space for networking and celebration among professionals.
The training experience continued on 29 January, with a live technical demonstration given by Raquel da Conceiçao on two models, where procedures, professional criteria and tips practical sessions oriented towards real salon application. A session that allowed attendees to delve into the use of Color Pure from a more operational and tangible perspective.
Colour Pure: technique, science and consciousness
With these two events, Arkhé Cosmetics is consolidating the launch of Color Pure in Mexico as a a comprehensive platform for inspiration, training and community, where technique, sensory experience and applied learning are integrated into the same narrative.
Colour Pure represents Arkhé's vision of professional colouring: scientific innovation, high performance and a conscious understanding of colour, designed to meet the real needs of the contemporary salon.
More information: https://www.arkhecosmetics.com/mx/hair-color