Haircare brand Fudge Professional invited editors to witness the unveiling of two new styling product innovations - Curve Maker and Curve Recovery - due to join the impressive Fudge portfolio from September.
The infamously cool-yet-sophisticated Rosewood Hotel provided the perfect backdrop for the launch with its unusual combination of classic yet quirky design features echoing Fudge’s own brand ethos. Guests were invited to mingle in the Private Living Room which had been adorned with fresh ‘Fudge orange’ dahlias, orange retro curl rollers and a pin board showcasing imagery from backstage at the London Collections Men designer shows - which Fudge had styled just weeks earlier.
After enjoying coffee and juice refreshments, guests were invited to take their seats for an exclusive breakfast presentation. Here, table centrepieces were interspersed with the two new product offerings, along with yet more fresh orange flower arrangements.
Head of Fudge Professional, Stephanie Bruce welcomed the guests and gave a brief overview of the brand and its history for the benefit of newcomers in the room. This was followed by an introduction to the new Curve Maker and Curve Recovery products from Sue Lever, Education Specialist and Events Coordinator at Fudge Professional, who explained that the launch couldn’t come at a better time considering current hair trends for lots of texture, and a general curl-comeback. Guests were then talked through the science behind the latest innovation breakthroughs, including how the new Elasto-Curve technology and cream formulas allow for longer-lasting bounce and less crispy texture than ever before.
Two female models with opposite natural hair textures had been pre-styled with the Curve Maker and Curve Recovery by session stylist Alexis Day in order to demonstrate the products’ results and efficacy in both naturally textured Caucasian hair, and incredibly straight Asian hair. Next to the stage was Michael Kontos, Creative Director at London School of Barbering, who famously collaborates with Fudge Professional for their academy’s educational programmes. Kontos had created a super curly look on a male model by combining the two products to both tame and enhance the model’s natural texture, meaning press could witness the impressively versatile nature of the products first hand.
The launch breakfast was attended by the hair trade and men’s consumer press, along with key Fudge Professional team members including Global Head of Technical Training Tracy Hayes.
Talking about the new Curve products, Sue Lever commented,
Not only do statistics tell us that over 60% of the world’s population have textured hair, we’re also seeing a real trend for natural curls and texture on the catwalks. Given this return to curls, these new Curve products from Fudge Professional couldn’t come at a better time, and it’s brilliant that they cater to all hair types – now everyone will have the chance to create and sport curls.