With the introduction of its first hairstyling gel, Bumble and bumble is taking a modern and versatile twist on old-fashioned product form with the introduction of two items, Bb. Gel and Gellac. The idea is to use one product or the other, depending on the desired look.
“We were looking to create gels for years but wanted to be sure we came up with the right formula. The problem with gel is that it had a negative connotation from the Eighties since it broke down into a powder and caused flaking,” said Peter Lichtenthal, president of Bumble and bumble. “This gives a wide spectrum of looks, styles and effects that consumers can get from the gel category.”
According to executives, the company took its time working with stylists and chemists to develop a fine sculpting gel that didn’t flake, which was a major issue with previous formulations, going back decades. One product, Gel, was designed without alcohol to provide a flexible strength and add natural shine. It was designed to be brushed out to create a clean look, said Howard McLaren, vice president and senior artistic director for Bumble and bumble. “Gel products never had a sense of softness and elegance, but this allows consumers to think of using the product in a different way,” said McLaren.
Gellac was created as an extreme sculpting gel for a helmetlike hold, often seen in magazine pages. But it also is aimed at consumers looking for a more adventurous and dramatic style.
The company’s editorial team used the products backstage at New York and Paris Fashion Weeks last fall for spring 2009. The gels were featured in several of the looks created by the team at shows such as Ohne Titel, Veronique Branquinho, Chado Ralph Rucci, Tony Cohen, Naeem Khan and Jeremy Laing.
The products will be launched in March at Bumble and bumble’s 2,500 network salons and at bumbleandbumble.com. Both products will retail for $24, but the sizes will differ. Gel comes in a 5.-oz. tube, while Gellac is in a 4.2-oz. bottle.
With a lacquer-hard and glistening finish, Gellac also was created for those consumers looking for a very strong hold. “This fills a void for consumers and stylists who’ve requested these kinds of products for a long time now, and these products appeal to both men and women,” said McLaren.
Although company executives wouldn’t comment, industry sources estimate that both products will bring in $8 million in first-year retail sales.
To support the launch, the company filmed a futuristic short directed by McLaren, showcasing the different looks created by Gel and Gellac. To add an everyday touch, nonprofessional models were cast for the shoot. They were recruited from MySpace and Facebook. The shoot was held at the Seattle Public Library.
To offer education and guidance for consumers on using the products, Bumble created extensive how-to videos that will be available on the Web site, along with a selection of campaign images to show consumers the diverse range of looks that can be achieved with the products.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews