Partnership delivers a vibrant, floral‑themed day of expert panels, product showcases, and hands‑on learning for South Africa’s beauty community.
ORS Haircare South Africa and Long & Lasting partnered with Glamour SA for the Hair and Beauty Masterclass 2025, held on 27 September at the Divine Sunset Venue in Midrand, Johannesburg. The event was a vibrant celebration of style, education, and cultural expression, enhanced by a colourful floral theme and interactive installations that brought the beauty experience to life.
The masterclass gathered beauty professionals, entrepreneurs, students, and enthusiasts for a full day of knowledge sharing. The programme included expert-led panels, live demonstrations, product workshops, and Q&A sessions, with ORS Olive Oil and Long & Lasting presenting sessions focused on hair health, product application, styling techniques, and inclusive beauty. These sessions underscored the brands’ commitment to not only providing high‑quality products but also educating consumers and professionals on best practices in haircare.
Brand Activation as Strategic Engagement
Brand activations such as the Glamour Hair and Beauty Masterclass are an increasingly important strategy in the beauty industry. These events go beyond traditional advertising, allowing brands to connect directly with consumers in immersive environments. They create opportunities for experiential learning, foster brand loyalty, and allow companies to demonstrate authenticity and expertise. According to industry analysis, experiential marketing events are among the most effective tools for building long-term brand value, particularly in the competitive beauty sector where sensory experience is key.
For ORS Haircare, a brand under the umbrella of global beauty leader Revlon Professional, this partnership aligns with its heritage of empowering women with healthy hair solutions tailored for diverse textures. Known for the ORS Olive Oil range, which blends natural oils with scientifically advanced formulations, ORS has built a reputation for reliability and innovation in textured hair care.
Long & Lasting, similarly, is recognised for its professional styling and maintenance products designed to offer long‑lasting results without compromising hair health. The brand’s presence at the masterclass reinforced its commitment to quality, innovation, and education in professional haircare.
Event Highlights and Impact
The event also featured a curated exhibition space, enabling attendees to engage directly with brands such as Fenty Beauty, Revlon and Bernini, and offered interactive demonstrations designed to inspire and educate. Guests were treated to curated goodie bags, live demonstrations, and personalised consultations, creating a memorable and impactful brand experience.
By choosing to invest in such activations, ORS and Long & Lasting reinforce an evolving industry truth: beauty brands must compete not only on product quality but on their ability to educate, inspire, and connect with consumers. The Glamour Hair and Beauty Masterclass proved a successful model for such engagement, blending brand storytelling, education, and culture in a setting that was as beautiful as it was instructive.
This collaboration demonstrates the growing value of immersive brand experiences in the South African beauty sector, positioning ORS and Long & Lasting not only as product leaders but as educators and advocates within the community.
