Our Hair Survived Unpredictable Vegas Weather, a Wind Tunnel, and Epic Races—Here's the Secret

As an editor with her finger on the pulse of all things fashion and beauty, sports often takes a back seat. I'm typically immersed in runway looks for the upcoming season, nail trends projected to take over, and eye shadow hacks taking social media by storm. But recently, those worlds collided with athletics, and it's become impossible to keep track of the latest trends and collaborations without also paying attention to athletes, celebrity sports enthusiasts, and the sports themselves.

When the team at Who What Wear found out that one of the biggest race car driving events of the year was taking place in Las Vegas, we had no choice but to catch a flight to experience this sport for ourselves. But that's not all we did. Who What Wear partnered with Wella Professionals to create a two-day, interactive pop-up for sports fans on the Las Vegas strip to enjoy. The Beauty Pit Crew provided free blowouts, customizable tote bags, a fierce wind tunnel, and a special appearance from Joanne Ciconte, Wella Professionals' new official partner and a 16-year-old race car driver from Melbourne, Australia. Keep scrolling for all the activations you might've missed at race weekend.

Guests could reserve an appointment slot in advance to receive a hair touch-up from one of Wella Professionals' hairstylists. As soon as they sat in the red leather chair, the hair transformations were almost instantaneous. Camera rolls were filled with selfies of bouncy curls with unbeatable shine (shout-out to the Miracle Oil Serum), chic updos, and Ciconte's signature Aussie frizz-free waves.

Fun fact: One of the attendees stopped by before her Vegas wedding (yeah, you read that right) for an incredible blowout. Her spontaneous Vegas wedding was even officiated by a renowned race car driver.

For anyone who doesn't know the ins and outs of motorsport and race-car development, let me fill you in. Basically, when cars are in the development phase, their parts are put through a giant wind tunnel to test the aerodynamics. They can use the results to refine designs for improved downforce, less drag, and better overall performance. We emulated this experience with our very own wind tunnel, designed to prove that Wella Professionals products will protect your hair from even the most ferocious of elements.

After a hair appointment, it's mandatory to have an impromptu photoshoot. I don't make the rules. The wind tunnel gave attendees the opportunity to have that red carpet moment for the ultimate confidence boost. The photo above features Ciconte, the youngest driver on the grid, who stopped by for a hair touch-up and a photo booth moment. Her camera-ready waves complemented the bespoke livery and race suit in Wella Professionals' signature red shade, with a design inspired by the iconic Wella Professionals mermaid. Rest assured that even after Ciconte raced that night, there was no helmet hair in sight.

Yep, this is a carbon copy of the Wella Professionals Red MP car that Ciconte drove in the race on Friday night. It quite literally stopped people in their tracks and captured the spirit of race weekend.

When guests weren't posing for the cameras, booking hair appointments, or getting that luxury hair salon experience, they were customizing items with Wella Professionals' patches, which read Make It You. This is the brand's slogan that champions self-expression, individuality, and defining beauty on your own terms—the kind of messaging we can get behind.