KEVIN.MURPHY+GLOSS introduces GIMME GLOSS, a global campaign placing GLOSS at the centre of the modern colour conversation, and positioning it as a key growth driver for salons. As client demand shifts toward shine-first results, low-commitment colour, and treatment-driven performance, Gloss services have emerged as one of the most commercially relevant opportunities within the salon space. GIMME GLOSS responds directly to this evolution, reframing GLOSS not as an add-on, but as an essential service category.
At the core of the campaign is KEVIN.MURPHY+GLOSS – the brand’s acidic demi-permanent colour system that delivers Colour with Strength and Shine in just 20 minutes. Designed to work like a treatment while depositing luminous reflects, the system enables colourists to offer high-impact shine with improved hair condition and manageability.
“GLOSS is no longer a finishing touch – it’s the service clients are actively requesting. GIMME GLOSS gives colourists the tools to meet that demand while strengthening the commercial performance of their salon business,” says Kevin Murphy.
Powered by acidic pH technology, KM.BOND2, and Vitamin C, KEVIN.MURPHY+GLOSS is engineered to support hair integrity while delivering sheer, light-reflective colour. Independent instrumental testing shows hair can appear up to 36% stronger* and 37% thicker* following treatment, with increased shine on natural hair.
THE SHADES: CHOCOLATE AS A SYMBOL OF DEPTH & DIMENSION
Supporting the GIMME GLOSS campaign, KEVIN.MURPHY+GLOSS expands its shade offering with CHOCOLATE DIMENSIONS – five new shades across two families designed to answer the continued demand for warm, dimensional brunette tones.
Chocolate remains one of the most commercially resilient colour directions in salons globally. The new CHOCOLATE.GOLD (.73) and CHOCOLATE.MAHOGANY (.75) families allow colourists to interpret this trend through a gloss lens – delivering warmth, contrast, and sophisticated depth without heaviness or long-term commitment. By combining trend-led tonal expansion with a service-drivencampaign, KEVIN.MURPHY+GLOSS strengthens both creative and commercial relevance across markets.
- CHOCOLATE.GOLD (.73) SHADES:
- DARK.BLONDE CHOCOLATE.GOLD (6.73)
- LIGHT.BLONDE CHOCOLATE.GOLD (8.73)
- CHOCOLATE.MAHOGANY (.75) SHADES:
- LIGHT.BROWN CHOCOLATE.MAHOGANY (5.75)
- MEDIUM.BLONDE CHOCOLATE.MAHOGANY (7.75)
- VERY.LIGHT.BLONDE CHOCOLATE.MAHOGANY (9.75)
“GIMME GLOSS is about making shine a strategic service pillar. The addition of CHOCOLATE DIMENSIONS ensures colourists can translate one of today’s strongest tonal movements into profitable GLOSS services,” – Kate Reid, Global Colour Design Director.
With GIMME GLOSS, KEVIN.MURPHY+GLOSS positions GLOSS as:
- A stand-alone express service
- A refresh between major colour appointments
- A gateway for new colour clients
- A high-frequency return driver
Together, the campaign and new shade expansion create a cohesive strategy to drive salon visitation, increase service versatility, and strengthen distributor performance
For more Kevin.Murphy news, click HERE
________________________________
Respect is a hub for UK hairdressers of all ages and stages to find out the best product launches, styling advice, hairtools, education training and seminars and hairshows! Sign up to our newsletter which is sent fortnightly direct to your email, so you stay up-to-date with salon styling information, trends in session work, advice on presenting on stage or progress in educating- whatever your interest, whether you’re a trainee or creative director, an educator or team leader, you’ll find all the opportunities and ideas on www.respectyou.me
