Since its launch in 2007, BLONDME has been supporting hairdressers in their journey of creating the perfect blonde. As the first brand to integrate bonding technologies into the formulas to create, protect, repair and maintain bonds, it has revolutionised blonding within the industry.
The campaign highlights the improved 3-step ‘Dual Bond System’ that is fortified with technology that enables hairdressers master any blonde look their clients desire. It uses Anti-Metal Bond Technology to create a protective layer around the hair bonds and neutralises metal ions in the hair to minimise hair damage during the chemical process and optimise the colour result. BLONDME Care complements and completes the service in-salon and at-home.
To inspire hairdresser in creating the perfect blonde, the campaign features 8 key BLONDME looks and techniques which have been crafted by renowned blonde colourists worldwide. From blonde next door to high fashion, the looks showcase the range’s ability to create varied tones and styles of blonde. The key looks include Platinum Purity, Melted Balayage, Regrowth Blonding, Platinum Bounce, Peach Balayage, Grey Blonding, Weaved-in Blonde, Pastel Blonde.
The Authority in Blonde campaign is accompanied by the relaunch of the colour range with improved formulas that provide lightening, toning, lifting, and white blending to help professionals master their craft and create iconic blonde looks.
The innovation the BLONDME campaign is pushing, is met with a commitment to sustainability that is apparent in throughout the range. The colouration formulas are vegan and their packaging is made from 100% recycled aluminium and plastic colour tubes, and 93% recycled cardboard packaging which is fully recyclable. The lightening packaging has been made recyclable and by removing the single use measuring scoop and replacing it with a new reusable scoop made with 100% recycled and recyclable material, it saves up to 50 tonnes of plastic each year.
To support hairdressers in their use of the products, BLONDME has been integrated into the House of Colour app, which serves as a digital assistant for daily colour creation. It provides a multi-use assistant for on-the-go consultation and helps professionals create the perfect colour formulas based on their clients’ profile and personalised needs.
Corinna Juergens, Trade Marketing Manager, Schwarzkopf Professional, speaks on the value the range offers, saying, “Staying true to its dedication to breaking individual boundaries, and translating every blonde trend into salon fashion, BLONDME’S Authority in Blonde campaign inspires and empowers hairdressers to hone their skills and craft bold, creative blonde looks that match their clients’ desires.”