Case Study:
The Hairdresser’s Blend

The Objective

Hairdresser’s Invisible Oil and Hairdresser’s Invisible Oil Primer have been two of the most popular gateway products for the Bumble and Bumble brand. Recently we have been seeing some softness in the sales and would like to reinvigorate this line. In the past we have spoken about the transformative qualities of the products on the look and quality of hair, however the stories seem to have experienced some fatigue. We would like a new way of telling a similar story that speaks to the products benefits and its higher price-point. We also want to differentiate our product from all the other oils that are now on the market and specifically in Sephora.

The Campaign

The Hairdresser’s Blend: Our award-winning Hairdresser's Invisible Oil collection is famed for pampering parched strands - and the magic's in our Hairdresser's Blend. Spiked in every Hairdresser's Invisible Oil product, this featherlite moisture mix includes Argan Oil, Coconut Oil, Macadamia Nut Oil, Sweet Almond Oil, Safflower Seed Oil, and Grapeseed Oil. Each ingredient is transformative on its own - but together, the six oils helps soften, silken, tame, de-frizz, detangle, and protect all dry hair (from sorta-dehydrated to downright straw-like).

Nutrient rich and luxe, our Hairdresser's Blend provides weightless hydration immediately and over time, infusing hair with the lush suppleness that's essential to smooth styling. 

The Results

• Converted Hairdresser’s Invisible Oil  franchise into the largest and best selling in company history

• Became the best selling hair franchise in Sephora stores and online

• Proved to be the most profitable in our salon network of 2,300 doors

• Grew the Bb. e-commerce business by 4% and IG following by 11% in a three month time period