First press launch for hair loss and hair growth brand, roots professional

Having launched into the UK market in August, Roots Professional, a haircare brand specialising in hair loss and hair growth, recently held its first official press launch in the heart of Fitzrovia, within UK ambassador Inanch Emir’s salon, Inanch London. Coinciding with its appearance at this year’s British Beauty Week, the event was designed to show just how effective Roots Professional products are and introduce the newly unveiled ambassador and educator to members of the trade and consumer press, enabling them to get up close and see for themselves the results the products provide and meet and ask questions to the Roots Professional experts, Inanch Emir and Krysia West. Held in the luxurious Inanch London salon, members of the press were greeted by the team with fizz and canapes on arrival, before being introduced to the brand by Roots Professional brand partner Justine Collins. Justine took the attendees through the Roots journey, looking at why and how the brand developed, the science behind it and the reasoning as to why the products have become something of a cult product for the scalp and hair markets. Following the brand introduction, Justine introduced Roots Professional UK hair growth ambassador and global hair extension care ambassador, Inanch, who took the attendees through the entire Roots journey – the consultation, the backwash regime and then the styling. Inanch’s first model was a long-standing extensions lover, which has caused tension on her scalp. This, along with an iron deficiency, resulted in hair loss and as a result she began using the products to rectify this; she now feels confident enough to wear her hair without extensions. Next up was Roots Professional UK educator, Krysia, who talked in more depth about the product range – especially the backwash ritual which has many unique points of difference. Krysia’s model had bleached hair that was damaged by continuous colouring and the overuse of heated appliances. Taking a small group of attendees to the back wash area, Krysia talked in depth about the science behind the brand and demonstrated the vital points within the regime that help stimulate the follicles. Roots have recently partnered with Manta hair and their incredible Pulse Brush has been incorporated into their backwash regime to help stimulate the scalp.  Krysia explains: “Having the soft vibration of the brush working throughout the hair when conducting the backwash ritual is incredible. Not only does it instantly stimulate and help revitalise the follicles, it also cleanses and clarifies the scalp, resulting in a clean base.” Following the in-depth backwash regime, the model was styled, showcasing the newly stimulated hair growth which has been achieved over a period when using the products. At the end of the session, both Krysia and Inanch shared their personal salon case studies with member of the press, explaining what treatments and products worked for each individual and showing a series of before and after images, providing further evidence that the products effective at reversing hair loss and encouraging hair growth.