Business Trends - Fashion forward

Professional Beauty discusses the business benefits of partnering with events such as Fashion Forward with EIDEAL’s Haysam Eid

Fashion Forward Fall/Winter 2016 took place in April at the very trendy Dubai Design District. As ever, the event was well attended by the region’s top fashion media, bloggers, influencers and fashionistas and was a fabulous platform for its carefully selected partners to enhance their brand profile.

One such partner was EIDEAL who was named as the exclusive premium hair tools sponsor of Fashion Forward’s seventh season. The EIDEAL tools were being used backstage in all halls to create and bring the hairstyles the fashion designers had in mind to life.

“The collaboration started last year, when EIDEAL was contacted by Fashion Forward and we were invited to be the official hair tools sponsor of season six,” says Haysam Eid, managing director of EIDEAL. “Due to last year’s successful partnership, and since Fashion Forward is the most anticipated fashion event in the region, we decided to also take part in it this year.

Since its launch, EIDEAL has worked hard to establish itself as more than just a brand of hair tools and participating in high-profile events such as Fashion
Forward has definitely helped them achieve this lofty aim. “EIDEAL is a high-end lifestyle brand that people in the region are starting to recognise and relate to,” says Eid. “We try to be selective when it comes to the events that we participate in, however when the right opportunity knocks, we grasp it without any hesitation and this was certainly the case with Fashion Forward.”

Indeed, as Eid acknowledges, EIDEAL’s presence at Fashion Forward has shed light on the brand and enhanced its reputation among key media, influencers and also professional hairstylists. “Our presence backstage raised awareness amongst notable people within the beauty industry,” says Eid. “In fact, a lot of journalists were intrigued by all of the hairstyles and were interviewing the senior hairstylists backstage. Since EIDEAL’s tools were the only ones being used, the brand got great coverage on shows such as Style by Aline Watfa on MBC.”

As part of its partnership with Fashion Forward, EIDEAL’s presence is usually supported by a video that plays on all of the event’s screens and which showcases the brand’s latest beauty campaign, something that Eid admits is a really useful marketing tool. “We grasped the bloggers’ attention through our video which definitely triggered their interest about EIDEAL because it was more a beauty/fashion campaign rather than a commercial about hair tools,” says Eid. “This video is perfectly in sync with Fashion Forward’s fashionable and trendy vibe and this is one of the main reasons why EIDEAL and Fashion Forward are so compatible.”

Eid believes that offering the brand’s partner salons the opportunity to be involved in one of the UAE’s most recognisable events enables them to forge even stronger partnerships. “Our salon partners really appreciate our participation at such events. They feel proud and reassured that they are indeed with the right partners. It warms our heart to hear their positive feedback and encouragement. We also like to get them involved with us whenever there’s a chance. In addition to this, we make sure to invite them to the event for us to share the success together.”

Although most of the professional hairstylists working backstage were already familiar with EIDEAL and loyal to it, thanks to Fashion Forward, EIDEAL has forged new relationships with salon professionals. “Those who were not familiar with EIDEAL really loved the brand and will definitely start using it,” says Eid. “We are already in touch with the new salons that were introduced to EIDEAL at Fashion Forward and they are in the process of becoming our salon partners. Our ad in the Fashion Forward booklet also definitely played a major role since everyone had it in hand to check the schedule and sponsors.”

Being part of an event such as Fashion Forward also allows the young brand to push its boundaries. “Getting involved in such events takes EIDEAL to a new level especially when it comes to the scope of our
work,” says Eid. “We always like to step up our game and stay ahead. Our participation in such an event definitely allows us to do so.”

Hot on the heels of its Fashion Forward success, EIDEAL is lined up to showcase at the forthcoming Beautyworld Middle East (BWME), due to take place from 15 -17 May in Dubai. “At BWME, we will be launching new products and we will be introducing a major brand to the region, which I am sure will be a big hit within the industry,” says Eid. “This year, our stand cannot but attract the visitors. We worked really hard on the unique design and I am sure that it will grasp everyone’s attention. It is not to be missed! We are also going to spice things up and do something that we had never done during our previous participations.”

And participation in BWME is not the only exciting venture that the ambitious brand is planning. “We are in the process of organising a really huge programme that will be taking place for the first time ever in the Middle East and which will target the professional hairstylists’ community,” says Eid.

With so much happening, it’s not surprising this innovative brand is popping up on the hair industry radar.
For more information visit www.eideal.com