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Bumble and bumble is aiming to give curly hair a new look and feel this fall with the relaunch of its Curl Conscious line.
This story first appeared in the June 27, 2008 issue of WWD. Subscribe Today.
The company, it seems, found that consumers want to have a more customizable regimen, in addition to a larger variety of styling items to choose from when addressing curls.
“It was time to refresh our curl line and make it more relevant today,” said Peter Lichtenthal, president of Bumble and bumble.
In addition to repackaging and reformulating the existing curl lineup, Bumble and bumble also edited it to make it easier to use. Instead of having multiple shampoos, for example, the company created a single shampoo and conditioner designed to work with all curl types.
Launching in September in Bumble and bumble salons in addition to some 2,800 Bumble and bumble network salons, the seven-item collection will be available in two sizes: a full size and travel size. The 1.7-oz. Smoothing Shampoo will cost $8, while the Holding Foam will retail for $26. New products in the lineup include a Nourishing Masque, Holding Foam and Reactivating Mist. The new formula contains patent-pending Transglutaminase technology, in addition to a Moisture Complex, adding softness and shine to the hair with ingredients such as glycerin, panthenol and squalene.
Although executives wouldn’t comment, industry sources estimate that the Curl Conscious lineup will bring in about $12 million in first-year retail sales.
According to Sylvie Kilduff, Bumble and bumble’s senior vice president of marketing, the company will launch a “curl-centric” campaign by creating an interactive curl community online on curlconscious.com, where consumers can interact with one another. A curl class also will be created for network stylists, showing them new techniques in cutting hair and applying the products.
Although the company doesn’t do print or TV advertising, a campaign featuring real-life people who represent different hair-curl types was shot for promotional use for salon merchandising and for the online segment, said Howard McLaren, vice president and senior artistic director of Bumble and bumble.