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Come mid-March, Bumble and bumble will cater to those hair consumers looking for a lift by adding to its best-selling Thickening franchise.
This story first appeared in the February 22, 2013 issue of WWD. Subscribe Today.
“This is an opportunity to build on our number-one franchise and enable consumers, stylists and retail partners to have more options for voluminous styles,” said Peter Lichtenthal, president of Bumble and bumble.
The new Thickening items, all designed for creating voluminous full-bodied hairstyles, will be introduced in a two-phase launch. First rolling out in March will be the Thickening Full Form Mousse, $29, and Thickening Creme Contour, $27 followed by a unique dry aerosol styler, Thickening Dryspun Finish, $29, to be introduced in July. Industry sources estimate all three products could generate more than $20 million in the first year at retail. They will be sold globally in about 3,300 retail and salon doors.
“When we talk to our consumers and look at quantitative research, we know that a lack of volume is one of the top three hair-care concerns among prestige shoppers in the U.S.,” said Bernard Zion, vice president of global marketing for Bumble and bumble. “The new launches are [fullness-imparting] shape-makers designed to give you different types of voluminous silhouettes.”
For the launch, Bumble partnered with the brand’s editorial stylist, Jimmy Paul, who favors “big, ultrafeminine styles,” to offer feedback from testing the products at editorial shoots and backstage at New York Fashion Week for the past few seasons. Paul also created the three looks featured in advertising material for the line. “My fantasy was to give the illusion of more hair — that is what I asked Bumble and bumble for,” said Paul. “I love the idea of more done, more styled hair.”
The product formulations, according to Fadi Mourad, executive director of product development, were meant to be first-of-their-kind takes on classic styling staples. “The mousse had to be concentrated and extremely dense but with no cakey feel,” he said, adding that the Creme Contour was designed to impart “definition and a ‘lived-in’ feel without deflating the hair.” The Dryspun Finish, which Mourad said is a new styling category altogether, is a “translucent dry texturizing spray that adds immediate volume” to the hair.
“Bottom line is, it’s a win creatively and commercially,” said Lichtenthal, adding that once all the new products hit shelves, the lineup — which currently includes shampoo, conditioner, serum and a hair spray — will offer styling options that range from “basic and simple to creative and professional.”