The New Normal: How Will Events Arrive In This New World?

Inoar has always had as part of its strategies the great participation in events in the sector. Anyone who has been to any Beauty Fair and passed by our booths raises their hand, because they certainly know what I'm talking about.

We didn't go anywhere to play. And this is one of my premises in front of the company's Marketing department: event is supposed to be a show, no matter where. Thanks to this, we had great world launchings on our stages, unforgettable shows and renowned artists:

Miguel Falabella, Marisa Orth, Lucas Lucco, Henri Castelli, Nah Cardoso, Mari Maria, Lalá Noleto, Carlos Casagrande, Rodrigo Simas, Jonatas Faro, Helo Pinheiro, Rodrigo Cinta, Inter Coiffure are just some of the numerous guests who participated in our story here in Brazil – abroad, events have always replicated what we created here, taking innovation, trends and our Brazilianness around the world.

Did I miss it? Definitely, but today our reality is a world in pandemic whose crisis reflected in the entire event sector. The consequences continue around the world and, in countries like Brazil, it is still impossible to resume activities as they were before.

However, we humans are all the time reinventing ourselves and in this scenario different event models emerged that are here to stay.

I'm on the innovation team. And it is directly linked to technology, which permeates the opportunities that online media offer. In other words, at this moment, new communication strategies and formats to impact customers and visitors are emerging. Today the digital presence is part of this new moment. And it also has its advantages. A digital or hybrid event is already and will be part of our daily lives. This creates opportunities and experiences that will reach many more people.

Of course, feeling the warmth of the audience is missed – and I like a party. But let's look at this crisis as an opportunity to take events beyond our borders.

Last week, we held the 7th edition of the Hair & Science Meeting, which for the first time was held in Webinar format. A real success that attracted audiences from all over the world – and a number of entries that beat all of our goals. It was extremely positive to generate content and be able to speak to our audience once again.

I'm sure the reality of events in a post-pandemic world will be hybrid. This is the word that sums up a lot of what I believe. We are not just one thing. We are many!

Today I spoke about the events, as our guest in this series of interviews knows very well our history on the stages of major fairs.

Here he is: Dudu Max!

Dudu Max - Former employee - Host of Inoar shows

Tell us about your start at Inoar.

It was amazing! In my view, it was a “grace” achieved, a request of mine to God that united me to this super family Inoar, right at the beginning of the company's activities.

I debuted on Inoar's stages in 2009, at the first major national fair in which the company participated, where I had the pleasure of on stage, launching and presenting the most known and copied revolutionary treatments on the planet, the historic and legendary Argan Oil by Inoar, popularly saying, the “Coca-Cola” of hair oils.

From there, then, I was invited to present their events and assume the beloved and honorable microphone Inoar, and thus present most of the company's events, and so it was until 2020 when Pandemic Covid interrupted this sequence.

What were the challenges and lessons learned in your daily life?

The challenges have always been constant study, continuous improvement, care for the brand, perseverance, attention to the smallest details of my role, maximum attention to costumes, hair, schedules, multiplying sales numbers, demonstrating and practicing courtesy, elegance, delicacy, dexterity with live words, sympathy and maximum respect for the public, but, fundamentally, the love, passion and delivery of this artist when using this microphone on stages throughout Brazil to present a brand as grandiose as Inoar.

The learnings - They are also continuous, every day, with everyone, colleagues and friends at work, the public and clients, artists and celebrities, they are learning in many small details, efforts, renunciations, pleasures, glories and feelings that I have, in these many years of history I had and still am having the immense honor of enjoying. Gratitude for this learning always!

Name one of the best moments of your career.

All my moments with Inoar were brilliant and I will name three.

Inoar's 10-year anniversary at Beauty Fair 2019 was simply unforgettable! We celebrate all the biggest launches of the brand in its history. It was memorable!

Another wonderful moment was creating and performing with the Balé do Faustão on the stages of Inoar throughout Brazil, the number widely copied afterwards, the “Lepo Lepo dos Cabeleireiros” was also very special.

Finally, to illustrate 3 special examples among all, another unforgettable moment was when, due to the success of our stage that always "caused" in the good sense of the public success and popularity in all the biggest beauty fairs in the country, in one of them we had the energy of the entire stand turned off for 30 minutes (laughs) because of the noise that our massive audience made singing our jingles, in the middle of a Hair Brasil. That's when from there, so as not to lose the audience or the voice with the lack of the microphone, in total silence with a hairdresser who was performing, completely improvised and outside the script, I acted as Dudu Chaplin and mimed for 30 minutes straight with the challenge of holding the audience without letting them turn around so we wouldn't lose their attention on that occasion, disputed by the presence of a famous actor, right behind our spectators. What a delicious suffocation! These were just 3 of the best moments of my career with Inoar. There are a zillion delicious and interesting stories to tell on Inô's Blog!

What moment of your professional journey do you take to life?

I take them all! The balance is of great evolution in all professional and personal aspects. Working and living with high-performance professionals like my colleagues and friends at Inoar makes us constantly evolve and take a little of each one of them in us. Every day I take ideas, visions and lessons learned, which each one has contributed to my growth and evolution, because I believe that we are sums and exponents of everything we experience and learn with everything and everyone. Thanks, friends and co-workers. Thank you, Inoar family.