APAX MOMENTS | “CREATE YOUR STYLE 型格由我”——施华蔻120周年世纪盛典

Schwarzkopf @Shanghai

德国施华蔻120周年盛典于3月1日晚在上海世博创意秀场耀启。1898~2018，穿越世纪时空隧道，领略百年美发世家传奇历史的经典传承和“倾力打造、只因懂你”的品牌理念。

On March.1, Schwarzkopf 120th anniversary celebration was held at EXPO I-Pavillion Shanghai. Individuality, creativity and a sense of style: Schwarzkopf has been passionate about hair products and styles across the century from 1898 to 2018.

汲取了“型格由我”的灵感，当晚，女神莫文蔚携手巨星挚爱造型师Herman Law，通过这场光影璀璨的时尚盛典共同呈现了施华蔻“美源于心，自信绽放”的生活美学。

Themed “CREATE YOUR STYLE”, celebrity Ms. Karen Mok and famous stylist Mr. Herman Law were invited as special guests to present Schwarzkopf's brand philosphy - diversity, authenticity, and confidence.

HERITAGE EXHIBITION

一个多世纪前的1898年，药剂师汉思·施华蔻先生在柏林从一家经营药品、香水和美容品的商店开始创业，由此开辟了施华蔻的传奇世界。它的原型在活动现场被APAX重新复刻还原，追溯这一具有世界影响力的专业美发沙龙品牌的第一步。

Schwarzkopf has always been the pioneer around the world and every long journey begins with the first step. APAX recreated the concept of time travel by rebuilding the small Berlin pharmacy started by Hans Schwarzkopf in 1898 at the event.

踱步历史长廊，施华蔻的款款绝代臻品见证了横跨120年间美发趋势的变迁与时尚潮流的更迭。

Along the curated collection of displays, guests discovered new product creations and the evolution of hair styles, which were created by Schwarzkopf spanning across 120 years.

"TREND LOOKS 2018" RUNWAY SHOW

4D沉浸式的"TREND LOOK"造型秀通过四大系列完美展现了2018最新的发型趋势，"70s Brushed"优雅复古；"New Curls"嘻哈狂野；"Sleeping Glam"慵懒精灵；"Structured Rawness"简约新潮，四个维度闪亮演绎“绝色真我，丝丝入蔻”的品牌DNA。

The splendid 4D immersive runway show presented the trend look of 2018, which featured 4 series of "Create Your Style" - "70s Brushed","New Curls","Sleeping Glam" and "Structured Rawness".

女神莫文蔚压轴惊艳登场，一袭优雅的鱼尾裙搭配传奇造型师Herman Law为其设计的专属发型华美走秀，将现场气氛带入高潮。

The finale featured Ms. Karen Mok in a stunning hairstyle specially designed by the legendary stylist Mr. Herman Law.

从见证历史的时尚更迭，到新一季发型的趋势发布，APAX助力施华蔻呈现这场具有纪念意义的沉浸式视觉盛典。“型格由我”，不断尝试、探索，发现自己最好的一面。

It is APAX’s honor to work with Schwarzkopf in presenting this meaningful night. “Create Your Style”  - beauty begins the moment you decide to be yourself.

TO BE CONTINUED,

STAY TUNED!