Paul mitchell introduce curl range at 2012 gathering

Paul Mitchell Curls comprises a Detangling Shampoo, Crunch-Free Curl Definer, Frizz-Free Leave-In Treatment and a Texture Cream-Gel for waves. All products are free from sulphates and also promise to result in zero frizz and crunch.

The range was unveiled in style as part of the 2012 Gathering's Grand Opening Show, with a host of models with curls of all shapes and sizes storming the catwalk in front of 3,500 hairdressers.

A trio of adorable ringlet-headed girls on a fully-functioning carousel drew a roomful of 'awwws' from the audience, before a model sporting a huge red afro flew over the heads of the audience on a carousel horse suspended from the ceiling drawing gasps from the entire audience.

Talking to press the night before, Paul Mitchell co-owner and artistic director of education, Angus Mitchell, explained: "More than 50% of the population has naturally wavy or curly hair but the education is missing - hairdressers tend to treat it like straight hair, which is why we've launched our products and corresponding education. We want to keep the integrity of the curl."

Artistic director Stephanie Kocielski added: "Curly-haired clients spend a third more than straight-haired clients on products and they want a professional recommendation." 

"The world is merging and textures are merging - clients may not have the same hair type as their children, and they need your expert advice."

Guests and press alike were also able to enjoy the Curl Experience - a dedicated space for the new range, with photobooths to capture 'curl confessions', products to play with and expert educators on hand to answer any questions.

The new launch was matched with an impressive social media campaign, with guests encouraged to use the hashtag #curlconfession on Instagram and Twitter when talking about their experience at the Gathering. 

These posts were then pulled through to a dedicated microsite on video walls throughout the event, sharing everyone's facts, fashions and feelings about curls. The sites also features a frizz-predicting curl-o-meter, where guests can add their postcode and find out the percentage likelihood of a frizzy day, tips and advice, polls and giveaways.

The event's theme of 'the truth about curls' was summed up by global artistic director, Robert Cromeans, who concluded: "One of the fascinations about curly hair is that it comes in so many forms. As a salon hairdresser, you have to be prepared to face that challenge, no matter who comes in your door."

Visit www.paulmitchell.com/curls for more information and stay tuned for more from the Gathering!