Wella and Sebastian Mix Models and Theater

A 10-city tour is underway in which models show off the latest hairstyles and makeup products from Wella and Sebastian.

Wella and Sebastian take to the road to show off their products

Invited guests—salon owners, who received invitations hand delivered by local sales consultants—enjoy a cocktail reception while viewing the fashion presentation, which focuses on this year's hair and makeup trends. Once the presentation ends, the guests are treated to some of the country's biggest theatrical productions.

For example, when the tour kicked off in November in a private room at Procter & Gamble Hall in Cincinnati, tickets to the music and dance extravaganza Riverdance, held at the hall, were handed out to guests following the event. When the tour ends in Boston on March 2, guests will see the musical The Producers at the Colonial Theatre following the presentation.

To date, [each of] the tours has drawn anywhere from 75 to 150 guests, depending on the venue, said Lara Shipp a spokesperson for XA, the Chicago-based experiential agency that handles the tour.