Miami Hair Beauty and Fashion Launch at The Spa at Viceroy Miami 10/14/10

The Long Anticipated Miami Hair Beauty & Fashion 2010 To Launch In South Florida

Thursday, Oct. 14
7:00 p.m. Media Registration
7:30 p.m. Pink Carpet Guests start to arrive
7:45 p.m. Backstage glass suite experience
9:40 p.m. Announcement by Candela Ferro
10:00 p.m. Fall trends fashion show
11:00 p.m. Club 50 After Party

Viceroy Miami Icon Brickell, Water Spa Lounge
485 Brickell Avenue, Miami, FL 33131

Rocco Donna and international renowned leader in the hair design industry will launch the Miami Hair Beauty and Fashion 2010 by Rocco Donna Oct. 14 in association with Fashion Box Studio. This insiders only event will be a first-of-its-kind marketing platform for the latest innovations in hair, make-up and fashion. Complete with a pink carpet supporting the Susan G.Komen for the Cure for guests to walk and celebrity hosts to greet them, this will be a top-shelf, precedent setting event. This inaugural year the event will be limited to beauty and fashion industry insiders only and next year the event will expand to the anticipating public.

Unique to the show, Rocco leading the hair & beauty experts chose to style the models in glass suites, so that guests and media will have the opportunity to see how models go from natural to glamorous. The glass suites will be divided by category that will include: hair, make-up and fashion. Immediately following the fashion show there will be an After Party to celebrate Rocco Donna’s sixth anniversary at Club 50.

Leonardo Rocco, President Rocco Donna Hair & Beauty Art
Elias Maida, President of Fashion Box Studio
Patricia Rivadeneira, Vice President of Fashion Box Studio
Irma Martinez, Internationally renown stylist and image-maker
Hosts: Candela Ferro & TBD
Hispanic Celebrities Karla Martinez, Maritza Rodriguez, Veronica Montes, Alexandra Olavarría, Ximena Duque, Laura Ferreti, Mariana Rodriguez, Ana Carolina Dafonseca, Paulo Quevedo, Rodolfo Jimenez, Roba Avelanet, Mauricio Henao, Ana Layevska, Rosina Grosso, Vanessa Villela, Alejandra Espinoza, Jason Canela, David Chocarro, among others, that will be modeling on the runway.

Five years in the making, Miami Hair Beauty & Fashion 2010 by Rocco Donna alongside South Florida beauty and fashion industry specialists will come together for a show that will tout latest innovations and cutting-edge trends in hair, make-up and fashion.

Leonardo Rocco, CEO and founder of Rocco Donna and international renowned leader in the hair design industry, is preparing to launch the Miami Hair Beauty and Fashion 2010 by Rocco Donna presented by Suave Professionals® on Oct. 14 in association with Fashion Box Studio headed by Elias Maida, President and Creative Director, and Patricia Rivadeneira, Vice President and Chief Orchestrator.

Held in the elegance of The Spa at the Viceroy Miami, this insiders-only event will be a first-of-its-kind marketing platform for the latest innovations in hair, make-up and fashion. Complete with a pink carpet for guests to walk and celebrity hosts, Candela Ferro and Rodner Figueroa to greet them, this will be a top-shelf, precedent setting event. This inaugural year the event will be limited to beauty and fashion industry insiders only and next year the event will expand to the anticipating public.

“This beauty platform will become the place where beauty industry leaders come to launch and showcase their products to the US Hispanic market and Latin America,” said Leonardo Rocco, co-creator of the Miami Hair Beauty & Fashion. “There is not quite another platform like this that pulls together the most sought after Hispanic celebrities, industry insiders, and global brands invested in this category and market in South Florida. We are proud to be the first to launch this one-of-a-kind event.”

From beginning to end, guests will feel that they are part of a celebrity gala with backstage access. Starting with the pink carpet supporting Susan G. Komen for the Cure which replaces the traditionally red carpet in the spirit of Breast Cancer awareness, to the pristine, elegant spa setting designed by Philippe Stark and behind the scenes access, Rocco Donna and the participating brands have pulled out all the stops.

Participating brands include: presenting sponsor Suave Professionals®, Babyliss PRO, Marcia Teixeira BKT, SO.CAP Hair Extensions, BECCA, Decléor Paris, and Taca Airlines. Furthermore, guests will be served Latino-inspired hors d’oeuvres during the cocktail courtesy of Morena Restaurant and they will be enchanted by elegant house music by Claudio Holze.

Unique to the show, Leonardo Rocco leading the hair & beauty experts from our exclusive alliances to this platform chose to style the models in glass suites, so that guests and media have the opportunity to see how models go from natural to glamorous. The glass suites will be divided by category that will include the “Suave Professionals® Hair Lounge,” where the celebrities and models will have their locks primped to achieve sensational red carpet and runway looks.

In the Make-up Suite, Decléor products will be prepping the skin before the application of BECCA’s award winning make-up system that leaves skin flawless every time. Finally, there will be a Fashion Suite sponsored by Taca Airlines where Irma Martinez and her Trendy team will be dressing and accessorizing the most radiant Hispanic talent with this Fall’s chic fashion tendencies.

Elias Maida, co-creator of Miami Hair Beauty & Fashion 2010 by Rocco Donna and Fashion Box Studio President, believes that Miami showcases some of the latest trends and attitudes in the world of beauty and fashion.

“Miami‘s unique position as a multicultural city, coupled with the dynamic interaction of cultures, make for women from all over the world share their beauty secrets resulting in vast beauty options and a highly educated audience in this category,” said Maida.

To add to the evening’s appeal, Irma Martinez will be serving as the night’s fashion curator. Martinez is an internationally renowned stylist and image-maker, a Target spokeswoman, and was recently named one of People en Español’s 25 most influential Latinas.

Immediately following the fashion show there will be an After Party sponsored by Babyliss PRO to celebrate Rocco Donna’s sixth anniversary at Club 50, the Viceroy’s private rooftop evening lounge. Rocco Donna’s anniversary celebrations have attracted over 1,000 people and included celebrities, media, and friends. And this year will be no exception, especially because of this year’s dual celebration.

This event would not be possible without the support of our sponsors, who believe in this innovative platform for showcasing exceptional hair, make-up and fashion. Our presenting sponsor is Suave Professionals®, our platinum sponsor is Taca Airlines, and gold sponsors are Babyliss PRO, Marcia Teixeira Brazilian Keratin Treatment, Yucatan Holidays, Morena Restaurant. Silver sponsors are SO.CAP, and BECCA. Bronze sponsors are Decleor Paris, Velati Candles and Chef Jackie. The Spa at Viceroy Miami is a partial sponsor.

Rocco Donna Hair & Beauty is considered one of the most prestigious and avant-garde beauty salons in South Florida. Located in the heart of the world famous Ocean Drive, it is a temple of beauty that offers an ample services menu and the latest trends in the market. Excellent service and devoted experts truly honor their slogan, “introducing the energy of beauty”, sharing it with their clients providing them with red carpet worthy locks every time.

Leonardo Rocco, CEO and President of Rocco Donna Hair & Beauty Art, is a legend in the hair design industry. Widely known for styling A-list talent he created a stir in the business arena as well. He has been featured in Ocean Drive en Espanol’s Power Player Issue as one of the most influential personalities in Miami and his salon was voted “Best Celebrity Haircut.” In November 2009, he was acknowledged for his outstanding entrepreneur spirit at the 15th annual Sunshine awards luncheon paying tribute to the top Hispanic business leaders in South Florida. In addition, Rocco serves as the Hispanic spokesperson for Unilever brands among them Suave Professionals®.

Rocco’s latest venture is the Miami Hair, Beauty and Fashion by Rocco Donna, launching in the Fall of 2010 for beauty and lifestyle industry leaders and press only and for the public in 2011. For additional information, please visit www.roccodonna.com.

For over 70 years, Suave has been committed to creating professional-quality products for you and your family designed to work as well as high-end salon and specialty brands. We are challenging consumers everywhere to Rethink Suave®, and rediscover the quality that is in every bottle we sell. As America’s #1 hair care brand, Suave offers a line of shampoos, conditioners and styling products that are proven to work as well as salon brands.

Founded in 1931 and with over 77 years of history, TACA Airlines has made a priority to offer passengers a travel experience marked by friendliness, respect and customer service. Today, TACA Airlines flies to 42 destinations in 22 countries in North, Central and South America and the Caribbean and has a new generation fleet consisting of Airbus 319, 320, 321 and new Embraer E190 configured in two classes: Business class and economy class. TACA has been recognized in 2009 and 2010 by Skytrax, worldwide renowned travel survey, as the Best Airline in Central America and the Caribbean and for Best Cabin Staff in Central America and the Caribbean. More information on TACA Airlines and its services can be found in www.taca.com.

BaByliss Pro is always at the forefront of developing new, innovative products, as well as researching and implementing new technologies. The latest is the introduction of the first professional luxury hair dryer driven by an engine developed in collaboration with the Ferrari Challenge Team. Babyliss Pro offers several lines of superior professional styling tools, including dryers, straighteners, curling irons, trimmers, and clippers, with top-of-the-line brands such as BaByliss®PRO Nano Titanium™, TT®, Diamond Titanium™, Porcelain Ceramic™, Forfex® and Ceramic Tools™. State-of-the-art technology, quality and design are the hallmarks of this world leader in professional hair care products. BaByliss Pro empowers stylists by creating the ultimate tools of the trade. For additional information please visit: www.babylissus.com / www.stylesource.com.

Internationally renowned stylist and image-maker, Irma Martinez, is the founder and creative director of Trendy Inc, an innovative company based in Miami offering services to the entertainment and lifestyle industries. Considered a true pioneer in her field, with a track record of more than 20 years, the biggest and brightest Latin stars, top brands and Fortune 500 companies have confided their image on her, delivering high impact collaborations for top-rated shows, music productions, editorials and ad campaigns. This is why People en Español has chosen her as one of the 25 most influential Latinas. Recently this proud and talented Latina was chosen as spokesperson of Target, taking part in its Dream in Color campaign and the communication of trends for each season. Irma is working on her first editorial project and developing a multimedia platform based in the Affordable Style concept, which has always been her philosophy, nowadays even more relevant.

Mexico, the place you thought you knew. Enjoy an experience of a lifetime, Yucatan Holidays will take you there. Yucatan Holidays is a Mexican company with international endorsement whose goal is to travel 40,000 guests per year through the partnership and alliances with travel experts who share its vision, and are committed to personalized service and luxury travel at an affordable price. Yucatan Holidays wishes to gain worldwide recognition while promoting Mexican culture, traditions and sustainable efforts to promote a positive perception of Mexico. For additional information, please visit: www.yucatan-holidays.com.

Established in February 2006, M & M International is a family owned and operated business with its headquarters and warehouse in Delray Beach, Florida. The owners, Marcia and Marcelo Teixeira have created and introduced a revolutionary product to the U.S. market and created an entirely new category of product never before seen in the salon industry. Marcia was presented with an award at the Miami Beauty Show in August 2010 for having pioneered the Keratin Treatment category in the U.S.
For additional information on this revolutionary product, please visit www.braziliankeratin.com.

From a simple and personal desire for a cosmetic range that produced a flawless complexion, grew a company that has developed a make-up system that outperforms other high profile, expensive and well-established global brands.

BECCA has set a new performance benchmark and has established itself as a reference for creativity, style and quality. Add to that a range of focused colour products and a collection of the finest brushes, and it is easy to see why BECCA has so quickly made its mark in the competitive world of beauty products. For additional information, please visit: www.beccacosmetics.com.

Restaurateur Hernan Caporaso along with partner Alejandro Maya opened Morena Restaurant & Lounge on January 29, 2010. Morena provides South Beach and all the surrounding areas, an ultimate experience in upscale dining and entertainment, Morena is located on the ground floor of 1334 Washington Avenue in the heart of South Beach. Morena is open seven days a week. Restaurant hours are from 7pm to 12am and Nigth Club hours are from 11:30pm – 5am.
For reservations and more information call 305.538.4165 or visit www.morenamiami.com.

SHE by SO.CAP USA is an Italian company with its headquarters in New York and offices around the world. Dedicated for over 50 years to process the best quality 100% human hair and provide the best training to professional hairdressers. World leader in the manufacture and sale of hair extensions, wigs, hairpieces and cutting-edge bonding machines, and always developing the latest technologies. Represented in Florida by Gina Mijares president of SHE by SO.CAP USA Miami.

DECLÉOR Paris, the Cosmetic Aromatherapy expert for over 35 years, has a legacy rooted in the science of plant energies, combined with an in-depth understanding of the body’s vital energies. Found in resort and day spas across the globe, DECLÉOR products and spa treatments offer a unique art of beauty based on the power of Essential Oils that heighten the senses and invite the body to fully experience relaxation and well-being. At the heart of DECLÉOR are exclusive Aromessence™ serums and balms, 100% natural, pure, active and preservative-free Essential Oil blends that regenerate the skin, drain toxins, treat the skin from within, and impart lasting radiance. For additional information please visit: www.decleor.com

Velati Candles manufactures the most beautiful and unique wax lanterns available. Each one of them is handmade with love and dedication, as we know that they will be sharing a special space in your home or transforming your next party into an unforgettable event.  For additional information please visit www.velati.net.

Chefs Productions, LLC by Chefs Jackie and Raul can provide you with all of your Culinary needs. We can provide you with a personal or executive chef, a line or grill cook and any other type of culinary staff you may need for your home, event, event space or restaurant. More information can be found at www.chefproductionsllc.com.

The 28,000 square-feet spa at Viceroy Miami Icon Brickell is the Miami urban spa destination managed and operated by Viceroy Hotel Group. A 5,000 square-feet Water Lounge is staged as a whimsical floating “library,” with a wading pool decadently set with waterborne sofas and chairs and flanked by three hot-and-cold plunge pools and two fireplaces. The Spa also includes 2,500 square-feet, state-of-the-art gym facility. The full-service spa offers an exclusively curated collection of massages, facials, body treatments, and beauty services that combine the use of product lines and advanced technology available no where else in the metropolitan area. You will walk away with glowing results immediately. For additional information please visit: www.viceroymiami.com/spa.

Susan G. Komen for the Cure®, the world’s largest breast cancer organization, awarded more than $100 million in research grants last year, representing the largest single-year investment in research in the organization’s 26-year history and a 30 percent increase over the previous year’s award total of $77 million. The 2008 grants slate moves Komen for the Cure closer to accomplishing its goal of investing another $2 billion in breast cancer research and community health programs by 2017.

Born in Argentina, has discover an important role in the music industry. He began his residence at the prestigious nightclub “Nikki Beach”, meanwhile also playing in important events sponsor by famous brands like Louis Vuitton in San Francisco, Moet Chandon in France, Custo Barcelona Fashion Show and Fashion Week in New York for Paris Hilton. Claudio Holze is a well-known Dj with an elegant and unique style of playing with a long and distinguishes reputation.

Fashion Box Studio was founded by Elias Maida, President and Creative Director, and Patricia Rivadeneira, Vice President and Chief Orchestrator. Fashion Box Studio creates marketing platforms, provides product development for established and emerging brands, and also produces fashion lines for both men and women.

Among their most significant marketing platforms is the “Fashion Art Show” presented by MasterCard. The platform pulls together luxury brands with worldwide prestige and internationally acclaimed Hispanic talent that are considered “Masters of Excellence”. Unique to this marketing platform are two marketing pillars, FAS Magazine and FAS TV.

In 2009, Fashion Box studio launched Equinoccio-Equinoccio, an exclusive women’s clothing line, spear headed by Venezuelan designer Alejandro Crocker. Miami Hair, Beauty & Fashion is their latest creation. For additional information please visit: www.fashionboxstudion.com.

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