Home' INSTYLE Magazine : INSTYLE JUL-AUG 2017 Contents There’s certainly a shift between
colour being a cheap trend and
becoming a luxury salon service. Pulp
Riot is more rallied in the business
of luxury than it is the cheap thrills
associated with whatever the latest
craze in haircare was.
“There’s still a misconception that it
has to be the full head but the colour
playful brand,” Alexis said.
The range includes 21 shades of
vibrant pastel semi-permanent
colours that are easy to apply, last
longer and fade better – tipped by the
marketing tagline – ‘You are the artist
and Pulp Riot is the paint’. Two years
in the making it always had to be
about the stylist and there are some
exciting things to come with blonde and developers – making
them a true colour company. Add the clear into the mix and
David and Alexis can’t understand why other companies haven't
launched a clear before - it really helps to push the creativity of
Partnering with Rogue Beauty in Australia and backed by
Lu xury Brand Concepts in the United States, David explains
luxu ry salons with an edge for creativity are the type of clients
they like to approach with Pulp Riot . “It’s a product that every
salon can benefit from whereas some of our other luxur y brands
may not be suitable for every salon,” Jared Fisher from Rogue
“The brand has a certain craftsmanship to it. When people buy
our products they feel really good about themselves. It’s similar to
when someone bought their fi rst iPhone they felt really good about
the craftsmanship in it. It’s all about art and our brand is about
empowering brands to think of themselves of artists and not just
stylists. We really push and encou rage this,” Alexis said.
Rather than spend any time and money advertising to
consumers, Pulp Riot spends all of their time on the artist
community and haird ressing salon – “That’s our consumer and
if they get caught up in the artistry of the brand, so does the
consumer,” David said.
Looking into launching a competition using the neon range –
expressing the differences of the brand through the community
has become a key standpoint moving forward with a culture that’s
more about engagement rather than just selling product.
“When we align ourselves it’s about bringing more of the people
together – we don’t pay people to like our brand, we find ways of
developing a win/win. It’s not about what can you do for me, it’s
about what can we do for each other,” David said.
In the United States there are as many salons stocking Pulp Riot
as there are total salons in Australia but it doesn’t feel like they
are coming in cold with partners like Rogue Beauty. According
to David and Alexis, Rogue lets people know that they are luxury
colour and not just fast-moving colour. “We work with a company
(Luxury Beauty Concepts) that has the exact same brands in the
United States and they have invested in our brand – we sit well
Rather than hide colour tubes at the backbar, many salons who
stock Pulp Riot merchandise the embellished packaging with
other retail products – creating demand for consu mers to say ‘I
want that’ and subsequently book in for a salon ser vice.
It’s not all cool labelling, illustrations and a fun persona, David
and Alexis admit there’s constant challenges to running a business
of this size when it’s still completely family owned and a lot of the
direction comes from them. “What keeps us up at night is running
out of products. It can be very difficult for us to keep our product
in stock but we have been able to do it.”
They can already get away with things many large multi-
nationals simply can’t – for example, the new lightener supported
by the tagline and hashtag #blondeas*uck. It’s this relatable
language that hairdressers all understand that has continued
their success.It's also as much about driving the brand from
the salon, waking up at night and changing names to suit
instantly - a completely agile direction that salons love.
On the future, the brand’s growth is seeing the realization
of a new Headquarters directly next to the salon to ensure the
cult following continues and the company’s direction is in
the hands of a family and salon focused business.
With the ability to shape the brand wherever which way
and the power of social media – education sessions can sell
out in a matter of seconds just from one Instagram post. “If
we launched this brand without Instagram, we wouldn’t be
in Australia right now.”
“The magic happens when there is zero degrees of
separation between those who use the products and those
who make them,” David said.
Pulp Riot: Refreshingly disruptive.
For more information visit roguebeauty.com.au
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