Immediate release—On August 26, 2011 roughly 5,000 stylists, educators, distributors, press, celebrities and former Miss USA and Miss Universe title holders from 100 countries arrived at Moon Palace Resort in Cancun, Mexico, to be a part of the Farouk Systems Be Safe Be Beautiful Buy American International Conference. Upon arrival, guests were treated to immediate hospitality and service. The evening ocean-side Welcome Party with vocal styling from international songstress Glennis Grace brought attendees together in a casual atmosphere before the morning session.
Saturday, after an opening performance from Team Latin America, speeches from Farouk Shami, Founder and Chairman of Farouk Systems, his business partner John McCall and a state of the union address by General Counsel Wisam Ghuneim, Vice President of Sales Jason Yates announced an overall sales increase from last year, the relaunch of SunGlitz and the new direction in marketing using stunning images of contestants from the Miss Universe Organization. The new retooled CHI magazine was also unveiled. Before the general session ended for the day, the new Exposed 2 collection was introduced and Team Europe took the stage. Break out educational classes on the collection and SunGlitz were held in the afternoon, followed by Education and Schools Awards Ceremony in the evening.
Team Middle East opened on Sunday, August 28, with special guest, Miss USA 2010 Rima Fakih. Keynote speaker, celebrity, author and producer Mario Lopez spoke of Farouk and the importance of his accomplishments and the ripple effect how he has touched so many lives. Team Asia’s Eastern-influenced show preceded announcing sales incentives for distributors. Team Australia wrapped up the morning session with a fanciful stage presentation.
Following Sunday’s general session included more education on CHI Enviro American Smoothing Treatment and a friendly game of volleyball between distributing rivals BSG and Salon Centric. BSG won best 2 of 3 matches 20 – 15 and 20-10. “Farouk has a history of bringing opposing sides together for peace and love,” says Senior VP of International Sales and conference emcee Scott Emery. “Our last conference was the first time Palestinian and Israeli hairdressers shared a stage. This year it’s friendly competitive volleyball.”
The Conference closed with a formal dinner and awards gala. Team North America performed a spectacular 20 minute performance showcasing different musical genres. Special guests at the gala included Lexi Ainsworth and Brianna Brown from television’s General Hospital and past Miss USA and Miss Universe contestants. Distributors won awards for their contributions and accomplishments.
“Thank you to all the stylists, distributors and partners for contributing to another successful year,” said Farouk. “Also to my incredibly, talented staff that helped make this Conference the best yet.”