There was great excitement in Madrid’s Plaza del Callao as people gathered for a unique experience in the world of beauty and hairdressing. COLOR WOW, the iconic American haircare brand owned by the L’Oréal Group, chose the Callao City Lights venue to host the first masterclass in Spain led by its creative director, Chris Appleton, the renowned stylist to celebrities such as Kim Kardashian, Jennifer López, Christina Aguilera and Nicole Kidman. Around 300 professionals from the hairdressing industry attended this event, organised by Somos Experiences as part of the haircare brand’s first pop-up in Spain.

A 360 event which also featured a display – organised in collaboration with Publicis and following a countdown – of images of the brand’s flagship products on the exterior screens of the Cines Callao cinema complex in Madrid, as well as an exclusive cocktail reception on its terrace, El Cielo de Callao, to round off the event.

A top-class masterclass right in the heart of Madrid

For a few hours, the iconic Sala 1 at Cines Callao was transformed into a sophisticated beauty salon, where the renowned Hollywood celebrity stylist shared some of his most special hair styling techniques and tips with attendees, using Color WOW’s most popular product range, such as the Dream Coat anti-frizz spray, the Xtra Large Bombshell Volumizer for an instant lift, and the Pop & Lock High Gloss Finish serum for a wet-look finish.

An immersive experience and content for social media

The event also featured a second session in which María Roberts, Color WOW’s ambassador in Ibiza, recorded a TikTok video demonstrating the results of applying Color WOW’s Money Mist leave-in conditioner to her hair. Guests were also able to pose at a unique photocall, try out the brand’s products on the spot, capture moments in a photo booth and create dynamic content on a platform equipped with a 360° glam cam.