Immediate release—The official grand opening ceremony at Beauty Fair took place September 10, 2011 in Sao Paulo, Brazil. The beauty event was attended by the top dignitaries and press from Brazil and Farouk Shami, founder and chairman of Farouk Systems official hair care of the Miss Universe Organization, escorted Miss Universe 2010 Ximena Navarrete to the festivities. Also in attendance for the VIP ceremony on behalf of Farouk Systems were John McCall, Farouk’s business partner; President Gregg Emery; Sr. Vice President of International Sales Scott Emery; Vice President of Sales and Marketing Jason Yates; General Counsel Wisam Ghuneim and Show Director Lisa Marie Garcia.
For the official ribbon cutting, Farouk, Ximena and John McCall stood with Ikesaki representatives as the ribbon was cut and confetti dropped from a large suspended ornament.
At the Farouk Systems booth at Beauty Fair, Farouk greeted the capacity crowd along with Miss USA 2010 Rima Fakih adorned with a Miss CHI sash and Miss Texas 2010 Ana Rodriguez with a Miss BioSilk sash. Farouk Royal Treatment by CHI was a sellout with the Brazilian beauty professionals, who loved the crown-topped packaging and intoxicating scent. The stage presentations included teams of high energy duo Rocky McCormick and Joe Anthony Pena with power cuts, fashion forward Rocky Vitelli and Leonel Rodriguez styled elegant looks created with Farouk Royal Treatment by CHI and the newest pairing of Julian Macias with Brazil’s own Bruno Fernandez demonstrated ammonia-free CHI Color placement, advanced techniques and versatile styling from the Exposed collection.
After three days of non-stop stage action, press interviews and sold out inventory, Farouk Systems Show Director Lisa Marie remarked, “The Brazilian beauty professionals are excited to finally have CHI and BioSilk available to them. They are ready for more education and inspiration from Farouk Systems.”