Bedhead "Candy Fixations" was launched at a private party during Cosmoprof earlier this week at City Center in Las Vegas. The Eve Nightclub was transformed with candy, music and models sporting festive coifs created with the new texture products. Distributors, VIP's and the press were introduced to the new line made up of Sugar Dust Root Lifting Hair Powder (to build depth and lift at the roots), Glaze Haze Semi-Sweet Smoothing Serum (to help resist humidity for 12 hours), Totally Baked Meringue Styling Prep (for layerable base texturizer), Sugar Shock Bodifying Sugar Spray (to add texture and manageability) and Mega Whip Marshmallow Texturizer (a moldable product for thick, coarse hair).
"We at Tigi are known for reinventing ourselves and our products," Andy Rah, Americas Marketing Manager for TIGI Haircare told me before the guests arrived. "This is a perfect example. These candy inspired formulas are, as our copy says, ‘begging to be whipped, teased, scrunched and smelt'. We have taken inspiration from the world of sweets and created an incredible texture range to deliver volume, flexible hold, definition and root lift." The imagery and phrasing for Candy Fixations is provactive and powerful, and totally on target with what is trending today in products, music and fashion.
It was a delicious launch and looks like it will be eaten up by consumers and professionals alike.
Website: tigihaircare.com
Phone: 469-528-4300
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