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.”

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