[ This is a sponsored post in collaboration with Farouk Systems and Lopez Marketing.]
Last week I had the privilege of spending the day at Farouk Systems with the Houston Latina Bloggers. I have been a BioSilk addict for the last 15+ years so I was ecstatic to get to see where it all begins. If you aren’t familiar with Farouk Systems, they were established in 1986 and some famous brands under their umbrella include CHI and BioSilk. Their business lies in the haircare industry and they have been a major sponsor of Mercedes Benz Fashion Week, the Miss’s Pageants, appeared on Celebrity Apprentice, and are a promotional sponsor of Univision for Hispanic America.
Our day started off with a tour of the facility. The warehouse buzzed with recurrent sounds of dozens of machines working to make each piece come together. It’s amazing to me to see how things are made and how much product/packaging they had in stock. Did you know that they are one of the only companies to make their own aerosol bottles in house, pretty cool right? They even have a build in salon-like room for demos and training which was really remarkable.
Even the machines have style and personality.
We followed up with a presentation from their marketing team. This group of ladies introduced us to their 2016 products review. Not only did we learn about new products, but also what they are doing to improve and rebrand their existing tools and packaging. This year is going to be a great year for them and stay tuned for some unique new products to launch throughout 2016.
HLB being silly!
Trying out some of the CHI Royal Treatment products (only sold in salons).
Finally, our day ended having lunch with Basim Shami ( President & CEO) and his right hand man. For someone who has celebrities as BFF’s, Basim was such a nice and humble person. I was overwhelmed with his passion for the company, his philanthropic efforts, and his genuine friendliness. He said he wants to make sure beauty is seen from the inside out. It’s impressive to see what he is doing for the Hispanic and Latino communites and their creative marketing strategies for this sector to come this year.
The man who runs it all, Basim Shami.
A visit to a facility like CHI was an eye-opening and delightful experience. Thank you Joe and Viri from Lopez Marketing, Ruben our tour guide, and Basim and Andre for our lunch. This reconfirms my love for the brand and its products. I can’t wait to try all the incredible new products!