TONI&GUY, celebrating six decades as a global leader in cutting-edge hairdressing and 22 years of excellence in the Philippines, recently showcased a spectacular hair and fashion event at The Fifth in Rockwell, Makati City.
The event was attended by some of the country’s most notable personalities, including Heart Evangelista, Rajo Laurel, Teresa Herrera, Cristalle Belo-Pitt, Ces Drilon, Nicole Hernandez, Christian Bautista, Ciara Sotto, Miss Philippines Earth 2017 Karen Ibasco, actor Rocco Nacino, athlete Melissa Gohing, TONI&GUY Philippines Chairman Chot Reyes, and GILAS Pilipinas Coach Tim Cone.
Cherry Reyes, Founder and Managing Director of TONI&GUY Philippines, reflected on the occasion: “This has been a long and fulfilling personal journey that has been more than two decades in the making.”
Under Reyes’ guidance, the salon has become a trailblazer in the Philippines for avant-garde hairstyles, vibrant hair colors, and bespoke hair care services.
“Beyond displaying a world of sophisticated cuts, the TONI&GUY World presentation offered invaluable insights for clients, hairdressers, and salon owners,” Reyes added.
ELEVATING THE LOCAL INDUSTRY
Reyes envisioned bringing TONI&GUY to the Philippines in 2002 to enhance the hairdressing industry, deliver exceptional customer experiences, and provide Filipinos with world-class salon training.
Guests enjoyed a live hair and fashion exhibition, where top international hairdressers demonstrated their expertise. Highlights included:
- Cos Sakkas, Global Creative Director, three-time International Hairdresser of the Year, and two-time British Hairdresser of the Year (2022 & 2023)
- Bill Watson, Educational Director of TONI&GUY China and Southern Hemisphere
- Francesco Fontana, International Color Educational Director
- Efi Davies, International Artistic Director for TONI&GUY London and winner of the 2024 Best International Avant-Garde Collection
These experts shared their knowledge on cutting, styling, coloring, and scalp care, tailored to various hair textures and face shapes.
Cos Sakkas introduced the four-part show concept:
- “Hair at TONI&GUY”: This segment celebrated the brand’s heritage with versatile hairstyles for all hair lengths and innovative color techniques such as balayage and highlights, paying homage to the brand’s iconic 1976 campaign.
- “Editorial”: Highlighted TONI&GUY’s 20-year partnership with London Fashion Week, emphasizing the brand’s influence on global hair trends. Sakkas stressed the importance of collaboration with designers to create a cohesive hair and fashion narrative.
- “Unfold”: Focused on pushing the boundaries with experimental cuts and colors, serving as an educational platform for the industry.
- “Avant Garde”: Presented the pinnacle of hair artistry with imaginative and extraordinary hairstyles. Led by Efi Davies, this segment showcased TONI&GUY’s commitment to breaking creative boundaries.
Davies emphasized the transformative power of hairstyling: “Face-framing can accentuate facial features, adjust face shape, and highlight cheekbones. Hair should complement your lifestyle, be touchable and wearable, allowing individuals to interact playfully with their own hair.”
Sakkas concluded: “Hair is meant to integrate with your life, making it wearable and interactive.”
The event was sponsored by Wella Philippines, Brazilian Blowout, and Label M Philippines.
