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86 | BEAUTY LAUNCHPAD | NOVEMBER 2017 News Hola, Farouk Systems! The international beauty brand recently hosted its biennial global conference, called "Light it Up" this year, to showcase Farouk's latest advancements and technology that it has to offer its network of stylists and their clients. Hosted at the picturesque Moon Palace Golf & Spa Resort in Cancun, Mexico, the event's attendees consisted of more than 4,000 guests from around the world, who scored the opportunity to witness educational teams from over 12 countries present multiple breathtaking hair-centric runway shows. Also on tap: the scoop on the newest products offerings! For 2017, this includes BioSilk Silk Therapy with Organic Coconut Oil; product additions to the Royal Treatment line; CHI Luxury Black Seed Oil; an improved Power Plus line; CHI Lava Styling Iron; and CHI Shine Shades Violet with additives. Next year, Farouk Systems will launch a new skin care line created in conjunction with LG, as well as the release of the CHI Organic Olive Oil line, CHI Nano Hair Dryer, CHI Lava Brushes and Hair Dryer, CHI Ribbon Hairstyling Iron, CHI Spin & Curl Pro, and the CHI App Iron. "We are the hairdresser, we are the beauty industry, we are over 4,000 beauty professionals representing 150 countries, and we are committed to making a difference," said Dr. Farouk Shami, the company's founder and CEO, during the general session. "I love this industry and have a responsibility to each of you to provide the best and safest products that not only improve your careers, but are respectful toward the environment." During his presentation, Shami announced a joint venture with LG Household & Healthcare, a subsidiary of LG Group, which resulted in the newly formed corporation LG Farouk Corporation. The General Manager of LG Farouk Co., Pyo Young Ho, addressed the attendees in conjunction with Dr. Shami to help announce this partnership designed to explore new frontiers by merging the science of LG with the art of Farouk Systems. For this always on-the-pulse beauty brand, the future has never looked brighter. —ALYSON OSTERMAN-KERR GLOBAL ENDEAVOUR Dr. Farouk Shami, founder and CEO of Farouk Systems, presents on stage at the brand's "Light it Up" conference in Cancun, Mexico. [Left] Multiple runway presentations showcase the brand's many offerings. [Above] Rapper Nelly gives a special performance on the conference's opening night. COURTESY OF MANUFACTURER