Global Voices, Local Vision

By Louise May

After a whirlwind four-week global tour, Paul Mitchell’s international team landed in Australia with purpose, passion, and a whole lot of creative energy. What unfolded over the next few days was more than just a photoshoot or an education tour announcement, it was a bold brand evolution, a celebration of values, and a powerful exchange between global leaders and local talent.

With a campaign shoot led by Paul Mitchell’s Editorial Director Noogie Thai (based in Los Angeles) and Director of International Sales & Salon Development Corina Bless (based in Switzerland), alongside Australian CEO of 365 Salon Group (Australian distributor) John Pizzey and Director of Education for the 365 Group, Stephanie Gelston, the visit marked a defining moment for the brand in this region.

We sat down with the team to dive into what this collaboration really means, what’s coming next, and why the restage of Paul Mitchell isn’t just a makeover... it’s a metamorphosis.

From Global Stage to Australian Shores

“Don’t tell anyone,” laughs Noogie Thai, “but yes, we saved the best for last. Australia was the perfect place to wrap our global tour.”

This marked Noogie Thai’s first time visiting Australia, and the excitement was palpable. Straight off a red-eye flight, he was colouring an artist’s hair for a live performance at Rod Laver Arena, an unplanned but very on-brand welcome to Aussie soil.

Coordinating the entire experience across three continents was no small feat. With Corina Bless in Switzerland, Noogie Thai in LA, and the Australian team on home turf, the campaign required middle-of-the-night Zoom calls, earlymorning messages, and endless planning.

“Some of us were on calls at midnight, others at dawn,” Corina Bless recalls. “To see it all come to life in Australia made it worth every moment.” The shoot itself was grounded in authenticity. The final collection featured four models - two male, two female, including John Pizzey’s own son. The visual story? Dimensional coppers, signature blondes, editorial bobs and wearable cuts that reflect the reality of salon life.

“The energy here is next level,” says Noogie Thai. “And this shoot wasn’t about showcasing one idea. It was about reflecting what real salon clients want today.”

“Australia is unique in the way it embraces trend,” adds Corina Bless. “You’re not afraid to push the envelope. And we want to celebrate that.”

The collection will appear both in Paul Mitchell’s global campaigns and in localised commercial materials across Australia. It’s a rare and deliberate dual strategy.

“We wanted something that works both ways,” says John Pizzey. “Global quality, local relevance.”

A Restage with Real Purpose

The shoot also coincides with Paul Mitchell’s global brand restage, a fresh visual identity, yes, but more importantly, a recommitment to the brand’s core values: sustainability, authenticity, and education.

“We didn’t restage just for a prettier look,” Noogie Thai explains. “We wanted our packaging to reflect our principles. That meant moving to post-consumer recycled plastics and rethinking everything from our colour innovation to our supply chain.”

Corina Bless agrees.

“Some of our hero products looked luxurious, but they weren’t recyclable. So, we made a conscious choice to change. Even if it meant saying goodbye to bestsellers or iconic packaging.”

Paul Mitchell’s legacy as the first professional brand to go cruelty-free remains a proud cornerstone. But this next phase is about deepening that purpose, and ensuring every move is aligned with the values hairdressers and consumers care about today.

That includes a growing focus on hypoallergenic formulations, new colour systems, and sustainable sourcing across categories.

“Even our new product development is driven by inclusivity and environmental consideration,” says Corina. “From fragrance-free options to expanded lightening systems that cater to different hair types, the innovation is thoughtful and purposeful.”

Local Talent. Global Momentum.

What makes this initiative different is how it moves from inspiration to action. The looks created during the shoot are already rolling out nationally through a Paul Mitchell education tour across Melbourne, Sydney and Brisbane.

Leading the Seasonal Trends Workshop education tour are four powerhouse Australian stylists of the Paul Mitchell Australian Creative Team: Kate Jones (J Society), Monica Alvaro (Coco 21), Charlie Stocks (Studio C & Co), and Lauren Harris (Kawsa Hair Studio). The same team who helped bring the collection to life is now bringing it to the salon floor.

“Stylists don’t want fluff,” says Stephanie Gelston . “They want real, applicable techniques that work behind the chair. This tour is about that. Taking editorial-level work and making it salon-ready.”

The education also connects to the shoot in a powerful way.

“We often get asked, ‘That image is stunning, but how do I recreate that?’” says Stephanie. “This tour is the answer.”

Each city stop transforms the creative looks into digestible, salon-focused learning.

“It’s also about local ownership,” adds John Pizzey. “These are our artists. This is our country. And that matters.”

The Seasonal Trends Workshop Tour is underway, across Melbourne Sydney and Brisbane and is a Look & Learn experience with insights into cutting, colour placement, commercial creativity, and of course, the techniques behind the shoot

“Our goal is for stylists to walk away with real tools,” John Pizzey adds. “Techniques they can use immediately, inspiration they can turn into income.” And just as importantly, these events provide space for community.

“Hairdressers thrive when they connect,” says Stephanie Gelston. “These events are designed to fuel not just skills, but relationships.”

Why It Matters

For Paul Mitchell, this isn’t a marketing moment, it’s a brand evolution years in the making.

“Paul Mitchell is still privately owned,” says Corina Bless. “That’s rare. We’re not accountable to shareholders, we’re accountable to our community. That gives us the freedom to lead with purpose.”

The company’s philanthropic footprint stretches as far as its global reach, including long-standing charity partnerships like Baby2Baby, the brand is walking the talk.

Its network of Paul Mitchell Schools in the United States raise millions annually for various charities, and the brand’s founder, John Paul DeJoria, is a global citizen committed to change.

“He started with $700,” says John Pizzey. “Now he’s signed the Giving Pledge. That legacy means something to every one of us.”

Looking Ahead

There’s a refreshing humility to how this team talks. No chest beating. No inflated promises. Just genuine intent, backed by action.

“We’re not trying to take over the world,” John Pizzey says. “We’re building community. We’re sharing who we are. And if that resonates with you, welcome.”

The sentiment resonates through everything the brand does, from its packaging to its education to the stylists it chooses to spotlight.

“The door is always open,” Corina Bless says. “Whether you’re a salon owner, a distributor, or a rep, this is a family. We listen, we collaborate, and we keep evolving.”

And as Noogie Thai reflects on his decades with the brand, it all comes full circle.

“Hair Sculpting Lotion in the Original Category? That product wasn’t just about hair, it was about helping stylists take more clients, work more efficiently, and earn more. That’s what we’re still about. Supporting the hairdresser.”

“We’re not here to say Paul Mitchell is the best and everyone else isn’t,” he adds. “We’re just saying, this is who we are. If that speaks to you, join us.”

STILL TIME TO JOIN THE TOUR

The Melbourne Seasonal Trends Workshop education session has already wrapped up with incredible feedback and energy, setting the tone for what’s to come. But the good news? There’s still time to join the tour.

Two dates remain:

• Sydney: Monday 21 July

• Brisbane: Monday 15 September

Whether you’re looking to elevate your cutting and colouring game or simply connect with like-minded creatives, these Look & Learn sessions are a chance to be part of something bigger, where education meets inspiration, and community takes centre stage.

For more information and book tickets head to the events section at: www.365salongroup.com/pages/paul-mitchell @paulmitchellaus