Bumble and bumble is out to protect hair colorers’ investment.
This story first appeared in the March 9, 2012 issue of WWD. Subscribe Today.
Inspired by the work of its colorists, Bb’s upcoming hair care collection, called Color Minded, is designed to protect salon color jobs by enhancing shade vibrancy and preventing fading.
“The art of color is an investment of time and money,” said Bb president Peter Lichtenthal. “Color Minded gives us the ability to preserve that artistry as long as possible.”
Industry sources estimated the five-stockkeeping-unit range of hue-protecting products — due out in April — could generate between $15 million and $20 million in its first year at retail.
“Coloring of hair is one of the biggest segments of salon services,” said Lichtenthal. “Once it was primarily for aging consumers; now it’s a fashion statement. It’s mood based.”
Created in conjunction with Bb colorists, the collection consists of a sulfate-free shampoo, conditioner, UV-protective styling balm and UV-protective polish, as well as a five-minute in-salon treatment. Included in the product formulas is a patent-pending dual-polymer technology, designed to make hair impermeable to water, reducing both color washout and fading. The complex is most highly concentrated in the line’s professional product, which is said to maintain shade integrity through 40 shampoos.
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“This is an exciting innovation to an established segment,” said Bernard Zion, vice president of global marketing for Bb, who added that more than 75 percent of U.S. prestige hair care customers color their hair, and over 50 percent use color care products. “It gives us the ability to leverage salon heritage to protect our clients’ investments.”
The collection’s corresponding advertising campaign, which is slated to hit the Web in April, is equally focused on the salon aspect of the brand. Imagery will include three models — a blonde, brunette and redhead — showcasing boldly hued dos created by Bb colorists Tarrence Reese, Zoe Wiepert and Clayton Lee. Bumble editorial stylist, Rolando Beauchamp, created the hairstyles seen in the ads.
“The campaign will highlight the colorists and showcase the value of their work,” said Lichtenthal. “We are a salon brand. All that we do comes from the strong nucleus of the salon.”
Bb will also give out 700,000 packet-size samples of the shampoo, conditioner and styling balm and offer a $28 trial travel pack filled with 2-oz. sizes of the same three products. Both the free samples and travel packs will be available at all Bb salons, select retailers and online.
Color Minded will be carried in all of Bb’s salon networks, as well as at Sephora, select Bloomingdale’s, Bluemercury, Space NK and bumbleandbumble.com. A new section on the brand’s Web site, also launching in April, will feature full campaign imagery and how-to videos by Bb colorists. Select online advertising with still unnamed “key beauty sites” is also planned. Color Minded will replace Bb’s 12-year-old Color Support line, which will be faded out of production.