ROBERT LOBETTA AT EC ACADEMY
A great night at the EvelineCharles Academy!
Robert Lobetta was at the EvelineCharles Academy to share his wealth of knowledge with industry professionals. He spoke candidly about his life and career, having a vision and what makes a vision and rounded off the evening with an open question and answer session. Robert pounced on the stage and kissed the crowd, ensuring an unforgettable event, with attendees hanging on every word as he spoke with passion and humour, proving himself the enigmatic character promised.
The EvelineCharles Academy is grateful to have had the opportunity to work with Robert Lobetta and hope in the future we can once bring Robert Lobetta back to Edmonton. A big thank you to all attendees and Robert Lobetta.
READ A REVIEW OF THE INDUSTRY EVENING WITH ROBERT LOBETTA
Robert Lobetta has throughout his 35-year career in the hair and beauty industry traveled a long journey. Robert has worn many hats over the years and in every area he has become an expert in each field. Starting out sweeping floors in salons in his early teens, to hosting shows and lectures. His job description is enigmatic. He has been a hair stylist, a salon owner, a product creator, a marketer, a teacher, a public speaker, a photographer, a director and an artist, and this personal journey has brought him to where he is today. Robert has been called a genius, the most creative hairdresser of his time. He has through his imagination and imagery expressed the essence of brands and created a culture that people want to be associated with.
In 1985 Lobetta began creating the image of Sebastian International, becoming the first company in the industry to integrate fashion, music, art, and design as a new and innovative way of brand positioning. This began a revolution where the hairdresser looked to the manufacturer for inspiration. Lobetta and Sebastian made hairdressing cool; we became a fashion conscious rock and roll industry. The success of the Sebastian brand was built upon creative imagery, innovative products and unique brand positioning, which built a new culture of like-minded people. In the course of 8 years the brand grew from 20 million in 1985, selling to Wella for a reported 120 million in 1993.
In 1997 as Sebastian's Creative Director, Lobetta anticipated a youth movement in the marketplace and created the paradox of the XTAH brand culture, spawning a whole new generation of youth product lines in the industry. In 2002 Wella and Sebastian were acquired by Procter and Gamble. In 2005 in his role as Global Creative Director, Lobetta advised P&G it was time for a re-invention of the Sebastian Brand.
Lobetta's vision of the future of the industry was becoming more apparent and he realized that he needed to free himself from corporate life and embark on a journey of discovery, which has brought him to where he is today. His vision comes from the heart, it's about his love of hair, the love of the cause, of the principle, of the idea, of the future he is trying to create, the love of the people that he serves, and the people who serve him.