Home' INSTYLE Magazine : INSTYLE JUL-AUG 2017 Contents A
lot has happened for a brand that launched in the
United States just over a year ago – using artists to
empower a new movement in lu xury salon colour.
Whereas it used to take years to reach more than
one state in America, Pulp Riot burst onto the
hairdressing colour scene in all 50 states in just three days.
Then on came Canada, South East Asia and now Australia, lead
by an impressive 500,000 plus followers on Instagram – the brand
has built momentum of enviable proportions.
David and his wife Alexis Thurston are not only founders of the
brand but proud salon owners who opened Butterfly Loft salon on
Ventura Boulevard in LA's Encino in 2010. It is one of the world’s
biggest salons with 70 stations and more than 100 people who
work in the space. Picture giant windows, lots of natural light
with an eco-lu xe vibe and you’ve got one of the most appealing
creative spaces in Los Angeles.
It was the first of its kind to provide both the rent a chair style
studio suites as well as their own staff – the salon is known as
a real education and creative hub in hairdressing with aspiring
colourists and stylists travelling from all over the country to be a
part of the Butterfly family.
“We started with education – we created a brand before even
releasing a product – ultimately haird ressers want inspiration
and ways to better their business,” said Pulp Riot founder
As David explained, “we had to go big – we needed a hybrid
for what we are all about – the first in the US to combine a
conventional salon and suites.”
It’s this sense of family value and true conviction demonstrated
by David and Alexis that translates in the product line –
completely upfront and honest in their approach it is clear they are
there to support stylists and create relationships first and foremost
and not just exchange products. For many salons this has been
a refreshing and more meaningful way to do business. Being a
colour brand it's not about one size fits all but how Pulp Riot and
their partners enrich each others lives.
“Australian hairdressing is super-hot and has a polished
approach to hair so it’s a really good fit – most of the hairstylists
love what they see and they want a colour line that can be both
expressive and constantly evolving,” David said.
Successful in lining up leaders in the industry to educate in
their meandering Los Angeles space - think creative masters like
Robert Cromeans and Sonia Duff, Butterfly Loft is a drawcard and
Pulp Riot the glue that holds it together - the salon has caused
quite a stir and they are blessed with a waiting list.
“We treat our product as paint, it lasts longer than competitors,
with full vibrancy and we have everything from bright colours
to clear – ou r new neon colours actually glow under black light,”
Instagram has been a real game changing business tool for Pulp
Riot and Butterfly Loft – they just started posting bright colours
and things that resonated with them, watching what people liked
they soon realized how their photos could achieve great reach.
“It’s a case of the more likes you get on the photos this algorithm
takes control of what people see and all of a sudden you are in
control of what your brand is and how its seen,” David said.
“We are known across the world for bright colours even though
a lot of our clients don’t get bright colours. We dictate our brand
that stretches from super creative to commercial. Whatever we
put in goes out,” Alexis said.
While some people may think bright colours are a ‘trend’ and
not a lasting movement Alexis believes wholeheartedly in the
application of Pulp Riot to salon work where traditionally a more
conser vative approach is taken. This is built on the simple fact
that colourists need a bit of a creative platform with engaging
packaging and a strong brand culture to mix up their day.
“For us it’s more of a culture shift than a trend – just like
tattoos, they are not going away and it’s about increased
acceptance,” Alexis said.
“It’s not something that we push on everyone and it’s not
something we are going to look back at and say ‘remember that
year’ – it’s here to stay,” Alexis said.
David confirms this fact that the need to push boundaries is
important to create dynamic cultures in life – whether corporate
or not. 50 years ago downtown everyone might have been wearing
suits but now you can be a receptionist in a law firm and have
purple in your hair.
Proving that colour is here to stay and its not just a
trend - the creative minds at Pulp Riot have created
a shift in record time, writes Cameron Pine.
WHAT A Riot
“When we align ourselves it’s
about bringing more people
together – we don’t pay people to
like other brands – we find ways
of developing a win/win, it’s not
about what can you do for us,
it’s about what can we do for
each other,” DAVID THURSTON.
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