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The Face of label.m!

Wednesday, 29 June 2016 15:16

 label.m Professional Haircare presents Aurora Richards - the winner of its first-ever global style-sharing competition –  



In celebration of 10 years in 2015, label.m created a new style-sharing website – - calling on loyal brand fans to put their best look forward, and be in with the chance to front the next global campaign. 

After receiving hundreds of entries via the digital platform, a shortlist of each of the monthly ‘Judge’s Pick’ winners were invited to a casting in London. The finalists met label.m’s Global Creative Director, Sacha Mascolo-Tarbuck, as well as a panel of professional hair experts, to take part in a test shoot and learn more about their individual style, interests and ambitions. 

But only one could be chosen as ‘The Face’ of label.m, the Official Haircare Product of London Fashion Week


“Even at the casting stage when we were weighing up all the finalists, something about Aurora just shone through as her look really stood out amongst the others. Aurora represents youthfulness, being spirited and very much that feel of street-style fashion with a bit of an edge.”  Sacha Mascolo-Tarbuck, Global Creative Director 

“I couldn’t believe it when I received the news that I was the label-me winner! Being chosen has given me so much confidence, I entered into the competition thinking it would never happen! It was such a dream come true when I received the news, I knew it was a once in a life-time experience and it could really spark an opportunity for me to get into the modelling industry”. “I love label.m products and I’ve been going to TONI&GUY for years, so when I saw the label-me competition on Instagram, I immediately entered, as it was something that really excited me and I’m so glad I did - it was a fantastic experience!”  Aurora Richards, label-me winner 2016 

After the overwhelming response to the label-me 2015 competition, the brand is excited to announce the launch of the next contest ‘label-me: the face of label.m 2017’! 


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