R+Co is one hair care brand that is creatively reinventing their outreach and education plans in response to the Covid-19 emergency – social distancing no longer means socially distant or no fun.
With salon closures, social distancing, and sheltering at home, hairdressers have been among the trade categories and small businesses hardest hit by the pandemic on a global level, yet hairdressers and the hair care industry in general have manifested remarkable resilience and spirit in their response. Social and digital channels were constantly abuzz with inspiration and morale-builders.
And although many live education and industry events were canceled or postponed throughout 2020, in true American spirit, the brand decided to innovate their education plans with its R+Co Drive-In Tour. Kicking off in Miami on Monday, July 13th, at Car Flix Cinema drive-in theater, the industry came together to join in with social, yet physically distant, evening of education, inspiration and entertainment—all from the comfort and safety from their own vehicles.
“Physically distant does not mean anti-social,” says
R+Co President Dan Langer. “The last four months we’ve shifted all our education to digital—and we realized just how strong the desire for community is. The goal was to take elements of the virtual experiences of our livestream education, Zoom classes and Netflix Watch Party movie nights and replicate it in real life, while still maintaining safety and physical distancing, to give people the opportunity to see each other, wave from their cars, get inspired and have fun.”
The Miami stop included live cutting, styling and grooming demos by R+Co Co-Founder Thom Priano, as well as color trend, technique and placement with Colorist and Educator Richy Kandasamy—followed by the ‘90s film Clueless— selected by the community through a live social media “Pick the Flick!”polling pre-event. Everything was also projected on a massive LED screen.
Safety for attendees, models, educators and staff was of utmost importance, as all staff was outfitted in face masks, and all guests received face masks and safety rules upon entry. Models and educators were also masked and social distancing was enforced.
Registration and upcoming tour dates announced on randco.com/edu.
PHOTO CREDIT: Chris Diaz