Alfaparf Select Sean Taaffe as Official Collaborative Partner for their Pure Illusions Campaign

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Multi Award-Winning Sean Taaffe Hair & Beauty Group have been selected by Alfaparf Milano, the renowned Italian luxury hair product and education company, as official collaborative partner for their new “Pure Illusions” national campaign.

The official hair industry trade launch of ‘Pure Illusions’ was held in the Europe Hotel, Killarney on Sunday 23rd of June and attended by over 60 hairdressers from all over the country. The selection of the Sean Taaffe Group for this prestigious project is testament to the group’s standing nationally and its ongoing dedication to innovation, creativity and quality standards within the industry.

Sean Taaffe, MD of the Sean Taaffe Group commented,

The Sean Taaffe Hair Group was delighted to be asked to front Alfaparf’s new colour campaign. The task involved putting together a collection of new colour techniques for the coming season and then working with the Alfaparf Team to professionally film the process and techniques to produce the “Pure Illusions” DVD. The national roll-out of the DVD commenced at the Europe Hotel launch last Sunday. The Sean Taaffe team will also be launching it at an industry event in Dublin and Belfast in the coming two weeks. It’s exciting as ‘Pure Illusions’ was completely filmed in our Killarney Salon, and on location in the Europe Hotel. It is an incredible vote of confidence by one of Europe’s premier hair product companies, Alfaparf, in the professional ability of the Sean Taaffe Team.

Ger Hand of Alfaparf, Ireland commented,

Pure Illusions is a collaboration between the Sean Taaffe Hair & Beauty Group and Alfaparf. The techniques shown in the DVD, and the step by step processes, are designs selected from many weeks of creation by the staff of Sean Taaffe's group. Alfaparf used Sean Taaffe's Killarney Salon & Academy to shoot the DVD and the Europe Hotel as the location for our joint partnership on this project. Many thanks to Karah Connolly at the Sean Taaffe Group, our production manager on this project, and a special thanks to all the 50 plus staff that have put forward their ideas to make ‘Pure Illusions’ happen.

The Sean Taaffe Hair & Beauty Group was established as a one man operation in Killorglin in 1989 and today has state of the art salons in Killorglin and Killarney and in the heart of Tralee town. The Sean Taaffe Group employs 42 dedicated and highly trained professionals over its seven businesses throughout Kerry. Download the Sean Taaffe App from itunes - or visit

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