The most stylish rule-breaking brand on the street, as seen through the salon window. The name is utterly brilliant, evoking the decadent lifestyle of people who are having a blast, so work can wait. At least in their dreams.
The packs tell this story whilst managing to adopt some highly conformist segmentation and coding. In this they get a lot of help from the cool naming, like ‘Control Freak’, ‘Epic Volume’ and ‘Dumb Blonde’; God, I’m so self-effacingly hip.