TIGI revamps Bed Head range: ‘Staying relevant’ is the biggest challenge in hair care, says founder

20-Apr-2021 - Last updated on 20-Apr-2021 at 12:39 GMT

TIGI has revamped its Bed Head brand look and launched several new products, including those that tap into on-trend natural volume and textured hair needs (Image: TIGI Bed Head)

Unilever-owned professional hair care brand TIGI has revamped its flagship Bed Head brand to plug consumer and hairdresser needs and expectations, including a sharper focus on texture and volume.

Following two years of development, TIGI had now unveiled its revamped Bed Head hair care range that featured a number of new products, including a ‘Bigger The Better’ lightweight foam shampoo and ‘Gimme Grip’ shampoo and conditioner for a textured look.

Anthony Mascolo, international artistic director and founder of TIGI, said the Bed Head brand had always been “at the forefront of hair creativity” but this revamp meant the range stayed relevant.

“Although we are known for some of our iconic products, we never stop looking into the future,” Mascolo told CosmeticsDesign-Europe.

Tapping into ‘relevant’ volume and texture hair care needs

“Staying relevant”, he said, was the biggest challenge for any hair care brand today.

“And this doesn’t come down to just having trend-based innovations every year. It’s also about staying relevant in the mind of consumers and hairdressers. And with our relaunch, we are pushing our unique brand point of view, which is all about encouraging them to express their individuality and creativity, with the help of our products.”

TIGI has given Bed Head a 'new look' along with some new product launches (Image: TIGI/Bed Head)

The Bed Head brand revamp and product launches, therefore, had “looked at consumers’ main pain points” and correlated them with “relevant trends in the industry”, he said. And volume and texture, Mascolo said, were the two key areas the innovations tapped into.

Bed Head’s lightweight foam shampoo, for example, addressed the “consumer struggle” of hair being weighed down or appearing greasy, whilst also providing new textures and sensory experiences, he said. Similarly, Bed Head’s new texture products had been designed for “intentionally messy” but easy-to-achieve styles that were increasingly on-trend, he said.

All of the latest product developments also aimed to encourage natural waves, curls or texture, Mascolo said. “I think we are seeing that people are endorsing and owning their natural hair and textures. The world seems to have hit the reset button, and I think we’re seeing this come through, not only in hair, but also make up and wardrobe.”

‘Skip-care’ is a key 2021 hair care trend to watch

Beyond volume and texture, Mascolo said there was one other key and surging hair care trend to watch in 2021 – “skip-care”.

“We’ve seen how this skin care trend, that has the mantra of ‘less is more’, is now moving into hair care. And it’s no wonder. People want to treat themselves and their hair, but sometimes they also don’t have enough time for a ‘gazillion-steps’ hair care routine. With a skip-care hair care routine, you combine some of those steps into one, and still get all the benefits,” he said.