Paul Mitchell Host We Hold The Power Collaboration

Paul Mitchell has congregated some of our nation’s most well-known digital hair influencers to spread an important message – namely We Hold The Power, a mantra made to specialise and prioritise the professional hairdresser. The collaboration was built from the brand’s want to bring the consumer back to the salon for inspiration and education.

“At the core of the Paul Mitchell brand is a commitment to supporting the professional hairdresser and a dedication to providing the most up-to-date education and support to sustain and encourage the growth of our industry,” said John Pizzey, Managing Director of the Three Six Five Salon Group Australia, distributors of Paul Mitchell. “As the landscape for how consumers access hairdressing trends and education rapidly changes, we have a responsibility to evolve and adapt our business practices and approach to aid in bringing the consumer back to the professional hairdresser as their hair expert.”

“In today’s digital age almost anyone with a phone and Instagram account can moonlight as a beauty influencer, without possessing any technical or professional training,” he continued. “We believe that the qualified stylist is the real hair influencer; with the power to educate, inspire, lead and create hair trends on a national and global scale. Through the Paul Mitchell WE HOLD THE POWER collaboration we hope to effectively leverage social media to do just that, bring attention and recognition back to the professional hairdresser.”

The campaign launched as of March 18, selecting four hairdressers who have a long and important history with the brand – Ashlea Penfold, Tanielle Davies, Leah Baines and Luciana Rose – and creating a custom designed box set made in each hairdresser’s likeness. These sets each hold the hairdresser’s expertly crafted favourite product selections. The box sets are available in Paul Mitchell salons, with the significance of the campaign amplified on social media.