We’re enjoying the Summer party season here at Respect For Hair – still relishing the opportunity to see you all IRL. And it’s with relief we see the major brands and manufacturers believing with renewed confidence that salons really are open and hairdressers truly back to work without constant fear of Lockdowns. There’s a way to go of course [sympathies to many businesses still in early recovery stages] but it seems the big players are now happy to reveal all the plans and innovations that had to be shelved due to the Pandemic. Latest to shout their big news is PZ Cussons for Fudge Professional. In London last week at the Fudge Fair event, singer Anne-Marie was named, and to the delight of the guests introduced in person, as their new global superstar ambassador. Nicely done!
Of course with an immense experience of the consumer market, it’s no surprise that Fudge has selected someone with huge pulling power (think 9.3million Instagram followers) and Anne-Marie’s highly individual style fits perfectly with the #fudgetherules tagline. But more importantly on this occasion, we believe she’s a great choice for the professional hairdresser, too. Here’s why:
Anne-Marie has hair, great hair actually which is usually strikingly blonde, too. She’s not afraid to rock different hair styles and lengths – extensions included – while always being groomed beautifully. She is relatable for the consumer, and turns heads with appearances on stage and on the red carpet which all play into a brand’s way of reaching new markets by using pop culture. And she’s credible! Too often hairdressers are expected to roll along with it and buy into the hype around the appointment of a new celeb ambassador even if it’s obvious to them that this person doesn’t actually use/wear or possibly even trust the brand they are promoting. Not so on this one.
Anne-Marie is an Essex girl, a former three-times World Karate champion and a West-End child star. She’s now a multi-platinum selling artist (we all recall the UK Christmas No 1 ‘Rockabye’, and KSI collaboration ‘Don’t Play’) as well as a popular judge on talent show The Voice (a show she also has won). You can see her regular appearances on C4 Gogglebox. So star status and fashion kudos are a given. Top of our list for loving the Anne-Marie love Fudge union however, is the integrity of this appointment with Fudge. She actually does use and like their products and has done for yonks.
One guest at the Fudge Fair worked closely with the brand for many years and confirms to us that since her early days as a singer, Anne-Marie has been using Fudge products/colour, calling into to see Fudge hairdressers at the London premises for hair services. This lends honesty to her work as the new ambassador – she’s already kicking off by fronting the #buildyourblonde campaign. Hairdressers are not easily fooled – and while we accept and understand how influencers are now part of the comms and marketing machine for so many companies, we utterly applaud the appointment of a figurehead who really does speak as she finds.
Bravo Fudge and hello to Anne-Marie. You’re welcome!
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