Umberto Giannini, the British brand known for being one of the first haircare brand’s to cater specifically to curly hair commemorates their 25th anniversary leading in curl. As their Curl Jelly range continues to be the No.1 best-selling curl range in Boots, the brand are launching a campaign dedicated to their award-winning Curl Jelly Scrunching Jelly and the individual ways customers scrunch their waves, curls and coils.
Coining the routine ‘Scrunch & Flip’ the campaign direction was curated by renowned Creative Director, Robin Derrick, who helped design the brand’s original, infamous lipstick-shaped bottle back in 1998, as well as Creative Director and son of Umberto and Claire, Orlando Giannini. To celebrate the brand as leaders and innovators in the curl category, the ‘Scrunch & Flip’ campaign has launched across the UK this week and will appear in-store, on digital channels and in key shopping malls and train stations before rolling out to their international markets.
The high-energy, ‘Scrunch & Flip’ campaign captures the brand’s fun and positive personality whilst nostalgically nodding to their fashion roots in the high-style 90’s.
Speaking of the campaign, Claire Shread, Co-Founder of Umberto Giannini, says: “Reuniting Robin with Umberto Giannini to collaborate alongside Orlando in capturing the essence of the brand in the present has been an incredibly fun and enriching journey for me. Robin was the creative director of British Vogue when he partnered with me and Umberto to introduce Umberto Giannini, shattering the prevailing ‘celebrity hairdresser’ craze by championing real women. Now, in the contemporary landscape, Orlando injects his distinctive perspective into the evolving definition of ‘beauty’, infusing it with Gen Z vitality and creative ingenuity”.
After taking back full ownership of the brand from previous license partners Boots in 2018, Claire and her all-female team have since taken the business to new heights, reinventing the brand in direct response to the changing needs of its community. The brand’s cutting-edge innovations in styling, scalp and curl care have led to a quadruple in sales as Gen Z and Millennial customers relate to the brand’s philosophy of embracing your natural hair pattern.
“Our guiding principle is to craft transformative haircare products at affordable prices, empowering every woman to become her own hairstylist and experience the confidence-boosting magic of a great hair day, every day. Historically, individuals with curly hair have been overlooked when it comes to salon transformations and by developing a comprehensive range of products tailored to different textures, including waves, curls, and coils, Umberto Giannini offers professional, inclusive, and world-class formulations accessible to all” Claire Shread said.