Haircare brand, Fudge Professional, delivered a lesson in the science of hair expansion at the official event for its latest styling product, Xpander Jelly, due to launch in October 2015. Designed to target sparse, vulnerable and thinning hair, the new and revolutionary Xpander Jelly creates thicker, fuller hair in an instant.
Held at London’s Somerset House Pennethorne’s Cafe, the informal breakfast gave press the opportunity to learn about the technology behind Fudge Professional’s latest innovation in men’s grooming. Guests were seated on tables of five in the gracious room located at the West Wing of Somerset House, which was decorated with some of the looks at LCM SS16, along with some of the brand’s new collection images showcasing the Xpander Jelly in action. Two male models that had been pre-styled with the Xpander Jelly by John Vial (Creative Director for Fudge Professional) were also on show for press to witness the impressive hair expanding effects first hand.
The launch breakfast was attended by the hair trade and men’s consumer press, along with key Fudge Professional team members including Head of Fudge Professional, Stephanie Bruce, Creative Director at Fudge Professional, John Vial and Technology Innovation Director at Fudge Professional, Dr Paul Evans.
Before the presentations kicked off, guests indulged in jelly themed breakfast shots and were then instructed to perform a mini experiment for an insight into the new styling jelly. A compressed napkin, disguised in the form of a tablet, was given to each guest; by placing the tablet into the small glasses of water placed on each table, the tablet expanded into a full size napkin, a nod to the process that takes place when the new Xpander Jelly is applied to hair.
After the opening entertainment, Stephanie Bruce welcomed press and explained the reason behind developing Xpander Jelly before introducing John Vial who gave an overview of the product, linking it to the key current trends on the catwalk that it can be used to create such as the quiff and the super slicked wet look, which requires hair to appear full. Dr Paul Evans, who was responsible for developing and creating Xpander Jelly, followed by explaining how the unique Fibre-Dense technology produces the thickening results and revealed the testing results from the lab. After the presentation, guests were encouraged to test out the Xpander Jelly and discover the benefits for themselves. Talking about the new Xpander Jelly, John Vial commented,
The new Fudge Professional Xpander Jelly really is a fantastic innovation – there’s nothing else like it on the market. It gives the illusion of a thicker and fuller head of hair, but without it actually looking like any product has been used. Our Brand Ambassadors who have been trialling the product for us have been really impressed by it, and we can’t wait to see the response from the rest of the hair industry once it’s officially launched.