Bumble and bumble, the renowned hair care company, has introduced its first print and digital advertising campaign. The creative concept of the campaign showcases the brand’s legendary excellence in hairdressing capturing both its salon and backstage heritage along with the launch of a new styling product, Bb.Texture hair(un)dressing creme. The campaign will appear in a mix of fashion, style and lifestyle magazines, websites and influential style blogs.
The campaign supports the brand’s breakthrough approach to its expanded distribution in the North America prestige channel, as Bb. enters nearly 300 Sephora locations. Growth plans with Bloomingdale’s and other existing retail partners with strategies to drive new clients to its Network of salons are also in development.
The campaign coincides with an accelerated focus on product innovation for both consumers and professionals. The ads feature new Bb.Texture hair(un)dressing creme, which was unveiled in March. The campaign, conceived by Helen Steed, Vice President, Bumble and bumble Creative, utilizes two different photographs to tell the story of the company’s culture while focusing on Bb.Texture.
“We knew that we had a unique opportunity to tell our story to a new group of consumers and raise awareness of our brand,” explains Peter Lichtenthal, President, Bumble and bumble. “Bumble and bumble enjoys strong awareness among salon stylists and clients; however, as we selectively expand our presence with select prestige retailers like Sephora, Bloomingdale’s and Bluemercury, we know the time is right to tell our story in a new way. These two ad executions capture unique aspects of our culture: great haircuts and styling as well as hairdressing authority backstage and on set in the fashion world.”
One image, photographed by Bumble and bumble Vice President, Senior Artistic Director, Howard McLaren, features a dramatic close-up of a model, her hair styled with Bb.Texture, which shows the undone-yet-done properties this new product can deliver. Shot on the streets of Brooklyn, New York, the play of light and shadow in the photo accentuates the style and texture of the hair, styled by Bumble and bumble Editorial Stylist Rolando Beauchamp. The ad takes the traditional hair shot and makes it modern, edgy and expressive of Bumble and bumble cutting and styling culture. Both photographer and stylist have a 20+ year association with Bumble and bumble.
The second image is designed to capture the company’s heritage and expertise backstage and on set, where all Bumble and bumble.Products are developed and tested. Photographed by Sofia Sanchez and Mauro Mongiello, fashion photographers based in Paris, the shot has the stylized atmosphere of the backstage set, featuring Bumble and bumble Editorial Stylist Jimmy
Paul working Bb.Texture into a model’s hair. The model wears clothing by Ohne Titel, an emerging designer label created by
Flora Gill and Alexa Adams, which Bumble and bumble has supported since 2008 for runway shows and photo shoots.
Both images will appear in double page spread and single page formats. The double page spread, which launches the campaign, features the photography on the left with copy and a photograph of Bb.Texture on the right page. The copy, written in the unique and authoritative Bb. voice, describes the new product, Bb.Texture, and highlights the brand’s fashion and hairdressing heritage:
Bumble and bumble UNVEILS Bb.Texture hair(un)dressing creme It’s lift, volume, tumbled, bumbled, one-of-a-kind style – a favorite of hairdressers (and the models who love them). Experiment with our latest Bb.Stylist-invented, runway-tested, head-turning creation from 15 years backstage...and counting.
NEW YORK CITY, FIRST CUT 1977 Bb.Products found (only) at Bb.Salons NYC, Bb.Network Salons, Bb.StylingBar at Bloomingdale’s 59th Street, Sephora, Bluemercury and Space NK. Extraordinary hairdressers and salons found at BbSalonsNearYou.com
The ad copy includes all locations at which Bumble and bumble.Products are available and directs readers to find extraordinary hairdressers and salons at BbSalonsNearYou.com, a dedicated website where potential clients can easily find a Bb.Network Salon by zip code.
The campaign will appear in May and June issues of Vanity Fair, Allure, InStyle, Elle, Teen Vogue, Cosmopolitan, New York Magazine, Nylon, Paper and V Magazine. Online, the digital campaign will be featured on major websites such as instyle.com, allure.com, elle.com, vanityfair.com, style.com, nylon.com, and cosmopolitan.com; as well as influential fashion blogs and beauty blogs, turnedout.tv, fashionista.com, refinery29.com, and intothegloss.com.