Brief:

This is our first ever scalp cleansing product. Right now there are a lot of scalp products coming out, we would like to break through the clutter. It’ a liquid that turns into a foam. You apply it to your scalp directly or by hand, the product produces a cooling sensation when it hits your skin, and kind of feels like pop rock. It’s made with Micellar water, Panthenol and Salicylic acid. We want something that stresses our point of difference. The form is something that we really wan to speak to.

FEELS LIKE CLEAN:

Bb.Scalp Detox. A (tingly, zingy, fizzy) scalp detoxifier. That refreshes scalp instantly removes product buildup, oil, and impurities. Micellar water helps to gently cleanse the scalp, Panthenol helps prevent over-drying, and Salicylic acid helps remove pore-clogging debris and dead skin cells. Plus, it feels ahhhhhhsome, thanks to a zillion zingy micro-bubbles.

WHAT IT LOOKS LIKE ON SOCIAL MEDIA

THE RESULTS:

• BUMBLE’S FIRST LAUNCH INTO HAIR-CARE (VS STYLING).
• OPENED THE BRAND TO NEW CATEGORIES OF HAIR AND BODY
STILL IN DEVELOPMENT.
• BECAME AN EDITORIAL HIT, SELLING THROUGH FIRST DELIVERIES
BEATING PLAN BY $2MM.
• DROVE AN INCREMENTAL $4MM TO TOTAL.