Bed Head is a line of hair, makeup, body, and nail products that transformed a playful insult into high fashion and sought-after name brand. Bed Head is known for catering to a hip, trendy, and modern customer. Its one-of-a-kind packaging and unforgettable product names have given Bed Head its reputation as a company pushing the limits of marketing and branding. It gets its name from a popular trend of the 1990s in which hair was meant to look like one “just got out of bed.” The bed head hairdo is one that looks effortless and not overly styled. The look relies on styling products to achieve its no-fuss appearance.
History
TIGI Bed Head was founded by hairstyling giant Toni&Guy in 1995 in Dallas. Kyara Mascolo, wife of Bruno Mascolo, one of the four brothers who started Toni&Guy, was the mastermind behind the Bed Head logo and its savvy packaging and product names. The colorful containers and distinctive bottle shapes have appealed to a wide array of consumers. Its originality is seen throughout its total marketing campaign, including self-service cosmetic displays. Linking the products to celebrities and magazines has bolstered its cutting-edge reputation. Bed Head evolved from Toni&Guy’s original TIGI hairstyling line that began in 1986. It was a way to support Toni&Guy’s emphasis on fashionable and stylish hair design. Unilever purchased TIGI, which includes the Bed Head, Essensuals, and Classic lines for $411.5 million in 2009.
Products
The first Bed Head hair product was the Bed Head stick, used to create texture and hold for hair. The line sells shampoos, conditioners, gels, mousse, volumizers, straighteners, curl enhancers, hair wax, hair sprays, and styling appliances. Bed Head’s marketing focus is on fun and entertainment, while providing the customer with a top-of-the-line, quality product. Names like Hook-up, a mousse wax, Power Trip, a hair gel, and Dumb Blonde, a color enhancer for blonde hair, drive its reputation for creativity and innovation. The Bed Head makeup line sells foundations, powders, lipsticks, eye shadows, eyeliners, and nail polishes. The Body by Bed Head line sells body washes, body butters, lotions, scrubs, and fragrance. Pet Head by Bed Head offers stylish dog accessories, apparel, and grooming products.
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