Sep 13, 2018 | By Sarah Owen
Get more with a WGSN membership. Click for a demo.
Today marks the opening of the Nexxus Beautiful Fluidity one week pop-up counter at Selfridges – a one-off retail event to announce the launch of the Nexxus haircare range in the UK.
Headed up by the brand’s global hair creative director Kevin Mancuso, this launch has been a long time in the making, designed to offer personal, one-on-one consultations with Mancuso himself to determine problem areas, suitable cuts and colours and advice on a personally prescribed haircare system to tackle any issues.
Mimicking the brand’s famous New York salon, this pop-up sees an interactive mirror designed specifically by Mancuso which uses a texture matrix to categorise segments of your hair across diameter, texture and fabric similarity. Once diagnosed, Mancuso will prescribe a specially curated hair regime from four new ranges which he has personally helped to create since he began work with the brand nine years ago – a relationship undertaken thanks to his career long desire to find that “sweet spot” between movement and strength, or as Nexxus put it, ‘hair that lives to move’.
For this re-launch, Mancuso has been working on four new ranges which target moisture, severe damage, curly and ageing hair each with a hero product claiming to revolutionise the way we care for our locks.
Nutritive – aimed at replenishing dry hair – features the new Encapsulate Caviar Sérum, the first product of its type to encapsulate conditioning oil into pearls and suspend them in a water-based rebuilding serum. From the Emergencée range – targeted at severely damaged hair through excess colouring and heat exposure – is the Refortifying Crème designed to reinstate elasticity and suppleness of extremely weakened hair. “I never go on a shoot without these two products now,” Mancuso told us. “Especially as they don’t just work on wet hair but can be applied dry too for regular maintenance throughout the day.”
The crowning jewel, however, is the new Youth Renewal Elixir, Mancuso’s most significant addition to the range that claims to battle eight visible signs of ageing such as shine loss, dullness, breakage and volume reduction. Containing liquid pearl extract, targeted micro silicones for moisture, styling polymers for volume, glycerine for deep nourishment and the signature protein blend and protein care actives, found in the entire range, for shine and buoyancy, this is the ultimate product for restoring fluidity and movement.
“I’m proud of this entire concept,” he said “because it was really difficult to bring all the different elements together,” an achievement which sets this consultation apart from others on the market for a fully comprehensive approach to hair care.
The Nexxus Beautiful Fluidity pop-up site is open from 19-25 March. Pre-book your hair consultation on 0207 318 3647
Nexxus New York Salon Care is available exclusively in Selfridges now, and will roll out nationwide in June 2015.
– Emma Grace Bailey
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.