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Fudge - Come Play!

Professional hair care brand Fudge has bounced back onto influential radars and, with the launch of the new Fudge website, everyone here at HQ is buzzing. We’ve taken a few moments to reflect on where Fudge has come from and what the future holds.

First launched in the early Nineties, Fudge introduced Hair Shaper, brilliant for shorter hair. Men especially went mad for the unique product. Today, Fudge is seen as a cult brand with a diverse, high-performance product range. Key products to fall in love with include the cult classic Hair Shaper, Skyscraper, the hairspray loved by session stylists around the globe, Salt Spray for that beach look, Matt Hed Extra for the ultimate matte look, hydrating Hot Hed Style Whip and Paintbox, the creative rainbow colour range that has never been more relevant.

Following the acquisition of Fudge by PZ Cussons Beauty at the beginning of 2012, John Vial was appointed as Creative Director. With over 20 years experience in the hair industry, John began his training at Vidal Sassoon in Leeds. He quickly became Creative Director of Vidal Sassoon in London before moving to Real Hair in Chelsea.

We managed to grab a few minutes with John to discuss his vision for the brand. “Fudge is an unconventional brand for the bold at heart, a colourful styling brand that is both alternative and accessible. Fudge is not a demographic profile, it is a lifestyle choice.” John further explains his excitement about the project: “I joined because it’s got legs; many people around the world have warm, fond memories of the brand Fudge, which creates a nice heritage, but it also has amazing potential for growth globally. We’re working with the best of marketing, brilliant hairdressers, respected educators, plus, we have a visionary like Michelle Feeney (CEO) on board. All whilst working with influencers and informers from around the world. It’s a formula for success.”

This year Fudge have worked with some amazingly talented people in and out of the hair industry. The Fudge session team styled the hair for Philip Treacy and Meadham Kirchhoff during fashion week. We have also been developing our professional educational programme with myhairdressers.com and we also sponsor their student packs. Most recently we’ve worked with Dame Zaha Hadid to set up a spectacular Pop Up Salon in her design studio during London Design Week. Dame Zaha, was the first woman to ever win a Pritzker Architecture Prize, which some describe as the Nobel Prize of Architecture. She is most recently known for her design of the London Aquatics Centre at London’s 2012 Summer Olympics.

As John concludes: “The possibilities for the future are endless. I am so excited to see where this brand will be in time to come.”

From cult to compulsion – this is the new era of Fudge.