OWAY IN SICILY
The beautiful historic city of Syracuse, on the southeast corner of the island of Sicily, Italy, played host to Oway last month – the biodynamic, organic Italian haircare brand guided by its founding principle of green chemistry – for its three-day event for key UK salons and international affiliates.
Launched in 2013 in Bologna, Italy, the brand prides itself on a diverse range of in-salon and retail products that have eliminated SLS/SLES, parabens, PEGs/PPGs/BGs, mineral oils, artificial colourants and synthetic fragrances, making the UNESCO World Heritage Site the perfect setting for the event.
Passionate about sustainability and biodiversity, Oway guests, as well as brand officials from the UK and Italy, including Simone Sighinolfi, Commercial Director and Francesco Cartechini, Education Manager; Nick and Anita Shillabeer, Oway UK; international distributors from Sweden,Czech Republic, USA, Germany and the UK alongside some of Oway’s key UK salons, gathered for a weekend of presentations and education on the brand.
After checking into the luxurious 5* Hotel Minareto, a resort nestled in the bay of Latomie in the sea reserve of Plemmirio, guests were treated to a stunning welcome dinner on the hotel’s terrace, overlooking the neighbouring island of Ortigia, offering the opportunity to meet and network with like-minded salon owners.
The largest island in the Mediterranean, Sicily is home to some of the biodynamic ingredients used with the brand’s extensive product portfolio, offering an experiential journey for salons that have chosen green chemistry and sustainable thinking within their salon businesses. Guests were truly immersed in the Oway way, with an educational insight over the three-days into the Care and Treatment products on offer from the brand and a sensorialand relaxing hands-on massage seminar that showcased the benefits of offering clients added value at each and every appointment.
During the event attendees also enjoyed guided visits to Siracusa, Ortigia and Noto’s monuments and archeological sites, where baroque art and natural landscape combine, as well as morning Oway massages on the beach. They were also treated to freshly prepared lunches and dinners using seasonal and locally sourced ingredients and wines.
Simone Sighinolfi, Commercial Director, Oway said: “The aim of our first Oway client event was to immerse our guests in the Oway way of life. Choosing Oway means choosing an organic way of life as a philosophy of life. Sicily is such a magical setting and the perfect backdrop for us to further explore our sustainable ethos and reveal a deeper insight into biodiversity and the biodynamic culture of our brand, while allowing our guests to relax both body and mind.”
