NEW YORK — Hoping to make two of its popular products more consumer friendly, Bumble and bumble is relaunching two stylist favorites, Bumble and bumble Shine and Bumble and bumble Hair Powder.
Both the delivery systems and products themselves have been revamped, noted Michael Gordon, Bumble and bumble’s founder. “I wanted to take the best of the original formulations of hair powder and gloss but make it easier for the everyday consumer to use,” he said.
Gordon said he has wanted to create “filtered-down” versions of the styling products that editorial stylists have used in photo shoots since their debut seven years ago. “When we first launched the products to hairdressers in a very limited distribution, they became so popular, they developed a cult following,” he said. “I then realized they are professional tools that we should make available to the normal consumer.”
As the main tester for Bumble and bumble’s products, editorial stylist Laurent Philippon came up with the idea for Hair Powder after working with stylists Julien D’Ys and Alexandre de Paris, who used a classic French hairdressing styling technique to get “big, thick texture.” To build on this technique, Philippon wanted to create multicolored powders as opposed to the basic white color they were using. “The powder [that D’Ys and de Paris used] was a great thickener and volumizer that provided a great grip for updos, but it only came in white,” said Philippon.
Philippon worked closely with Gordon to develop Hair Powder, which was originally available in black, brown, red and white. However, the powder — which became known more for its oil-absorption ability than as a dry shampoo — was difficult to use as consumers often applied too much.
Adding an ingredient that prevents staining of the scalp, the company slightly tweaked the powder’s original formula, also adding an aerosol delivery system. “Now, instead of a big powder puff, there’s a more narrow spray — allowing you to specifically target a certain area, which also does a better job in masking the roots and blending it in with the hair’s color,” said Gordon.
The newly revamped Hair Powder line also is expanding its color palette to include five colors by launching a new blonde-ish color — for darker blondes and lighter brunettes.
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In recent years, Gordon saw that people were blow-drying hair more frequently than they had in the past. “The powder is fantastic for just that. It freshens the hair up and gives it much more body,” said Gordon. “It’s a great product to use at the end of the day if you’re trying to get a looser nighttime look — that instant sex appeal and disheveled cool look without being greasy.”
The powder should be applied to the hair’s roots. Since the powder grabs on to oil, it works best if applied to hair that hasn’t been washed in a couple of days, said Gordon. The powder also comes out easily by brushing it.
Shine, formerly known as Gloss, which was discontinued several months ago, is also being relaunched. The former version was delivered via a liquid pump. According to Philippon, Shine’s re-creation in an aerosol can with a new lighter and thinner silicone ingredient transformed the spray into more of a light mist. “The pump sometimes clogged or squirted out — anything in a pump is not very controllable,” added Gordon, noting that Shine should be used after blow drying.
Both Shine and Hair Powder launch near the end of March in about 2,400 U.S. doors, including Bumble and bumble salons, The Studio at Fred Segal Studio and Blue Mercury. The products are expected to launch this summer in select European salons, starting in London and Paris. All products come in two sizes and cost $34 for the 4-oz. and $19 for the 1-oz. handbag size.
Industry sources estimate that both lines will bring in about $5 million at wholesale.