HAIR PR: Fudge Professional Xpander Jelly Launch

Supporting the official hair trade press launch for the new Fudge Professional Xpander Jelly – a super exciting innovation in male grooming! Designed to target sparse, vulnerable and thinning hair, the new and revolutionary Xpander Jelly creates thicker, fuller hair in an instant.
With so much science behind the new hair bulging Xpander Jelly, Fudge Professional wanted to hold an event where they could bring this to life and engage the press.

Taking over one of the gracious rooms at the West Wing of Somerset House, Fudge Professional delivered a lesson in the science of hair expansion.

The room was decorated with key looks from LCM SS16, along with a selection of the brand’s new collection images showcasing the Xpander Jelly in action, plus two male models who had been pre-styled with the Xpander Jelly, were also on show for press to witness the impressive hair expanding effects first hand.

Guests were seated on tables of five and then instructed to perform a mini experiment for an insight into the new styling jelly. A compressed napkin, disguised in the form of a tablet, was given to each guest; by placing the tablet into the small glasses of water placed on each table, the tablet expanded into a full size napkin, a nod to the process that takes place when the new Xpander Jelly is applied to hair. The Fudge Professional team then gave the press to the hard science behind the new Xpander Jelly

Essence PR was responsible for looking after the hair trade press and ensuring not only that the key hair trade titles attended the event, but to oversee and manage the trade campaign post-event to secure wide spread coverage and awareness of the new Xpander Jelly. There’s been a lot of hype around the new product and consequently we’ve received 10 pieces of both print and online coverage and are continuing to secure additional coverage within hair trade features.