INSTYLE March-April 2019

67%
OF PARTICIPANTS
IN A CLINICALLY
SUPERVISED TRIAL
EXPERIENCED A
POSITIVE RESULT
INNOVATION
PATENT
style stars Razor Dolls Salon and the
inimitable Clive Allwright. With editorial
material and technology to inspire,
attendees learnt the practicalities of this
new must-have range of hues.
“I think all the launches are strategically
really important – they’ve been my babies,
you usually carry babies for nine months,
I’ve been carrying these as more like an
elephant with the gestation period, I’ve
been carrying some of these for 3 or 4 years
in development,” Mark laughed. “The
most challenging launch, from a technical
standpoint, was Vivids, so that’s been the
most personally satisfying.”
Continuing on with these bold
innovations, Muk also released keratin
products, by way of their Muk Keratin
Smoothing Treatment Forte. The formula
mirrors the Vivid colours in its use
of micro-keratin technology, used to
penetrate, restore and strengthen the hair,
with renewed elasticity and equalised
porosity for reduced breakage. The Keratin
Smoothing Treatment Intensifier Forte
can be used to top-up this treatment as
an additional salon service and product
category, and is entirely salon exclusive.
The comprehensive smoothing system duo
works by adding protein and keratin to
the hair for any texture to tackle issues of
frizz, humidity and more.
Three days of innovations finished with
a major launch for the brand, an entrance
into the men’s space with Mr Muk. The
men’s care and styling products are
decidedly modern and simple, with one
luxe fragrance to the entire range and a
suite of products that extend from style
to a hair, beard and body wash all in one,
with specialised shampoos and beard
products as well. The newly added
products make for a comprehensive
range, monochromatically designed
and offered exclusively to barbershops
alone – an important factor for
the brand.
“The launch I’m most excited about
conceptually is Mr Muk, that excites
me because I believe we’re going to
set a new benchmark in terms of
commitment to the barber industry,
and the offerings we are going to give
them that it will be exclusive and not
for unisex salons or retailers,” Mark
confirmed. “By doing that we are going
to hold back market share, where
generally the thought process of most
companies is to create product and sell
it to everyone that wants that, here
we will be focusing on 30 per cent to
give them something that’s just for
them. That shows we do have a true
commitment to that segment.”
This myriad of launches would be
enough to fill any multi-day event,
but the conference continued to go
beyond just product – not matter how
important that product may be. It
persisted in educating the importance
of not just successful sales, but
valuable, truly good sales, born from
the trust, likeability and humanity
that may get lost in the modern age.
This human factor extends out to
salons and clients, but is also vital
in the connections made within the
brand as well, especially as it grows
internationally. The conference treated
guests from America, England, South
Africa and so many other locales to
Aussie hospitality.
FSP
[Follicle Stimulation Program]
THE PROVEN
TREATMENT FOR
THINNING HAIR
IN MEN & WOMEN
*Result of 2014 medically supervised trial at the
Knudsen Hair Transplantation Clinic Sydney
02 9489 7776
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