David’s Salon launched Foliage, the brand’s new line of natural professional hair care products, to an audience of 400 senior stylists and guests last August 6, 2019 at Blue Leaf Filipinas.
The products launched were the Alpha Keratin line, A.plexx, and Hair Booster. The Alpha Keratin line includes salon products no.1 purifying shampoo, a deep-cleaning shampoo that prepares hair for treatment, and no.2 treatment, which is made from natural Brazilian keratin extracts. The line is completed with home care products no.3 daily shampoo and no.4 daily conditioner. Used together, treated hair can last up to 2-3 months. A.plexx is a flexible two-step treatment that may be used together with other salon services like rebonding, coloring, bleaching, or perming to strengthen hair, or as a standalone treatment. Lastly, the Hair Booster is an intensive ceramide treatment that repairs and reconstructs hair, making it a recommended treatment for hair loss or damaged hair.
Ballerinas from the Halili-Cruz School of Ballet welcomed the guests as they danced to start the program. To represent the brand’s effortless yet hardworking qualities, stylists from David’s Salon branches were selected to make up the Foliage 30 Naturally Beautiful People. The inspirational men and women walked the runway as their colleagues cheered them on.
Esteemed senior stylists Mr. Jojie Samonte (SM Makati branch), Ms. Dories Anagap (SM City North EDSA), Ms. Bea Pascua (SM Marikina), and Mr. Christian Lualhati (Tutuban) gave their testimonies as users of Foliage. The products were developed for over a year with David’s Salon Academy, and Ms. Lorna Sandoval, David’s Salon Academy Training Director, affirmed that this is a product line that addresses the modern needs of both clients and stylists today.
Mr. David Charlton, CEO and Founder of David’s Salon, was there to deliver his message. He envisioned hair care that would be at par with the best salon products in the market today, but made with natural ingredients and had a very competitive price. Thus bloomed Foliage – natural hair care that is high-quality yet has a reasonable price. He emphasized the affordability of the product, saying, “make sure that you recommend that you the correct products to the correct clients. Remember, we don’t want to oversell – let’s be sensible. Let’s give the clients the correct product, at the correct price.”
The launch was hosted by David’s Salon brand ambassador Marybeth Nave, and Affinage Philippines Brand Ambassador and Creative Director Nick Manalo.