Creative HEAD October 2019

POWER
IT UP!
Buy into Electric and you buy into a thoroughly British brand steeped in music, fashion and art. It hits you the
moment you see the products, with the striking packaging paying homage to the ’60s and the pioneering
spirit that swept through Britain during this time. Swinging London, Mary Quant, Vidal Sassoon, David Bailey,
Mods, The Beatles… there’s a nod to them all in the geometric, monochrome patterns that decorate
Electric products, with each product family colour-matched to a London Underground line and each
product sporting a code, reminiscent of the codes used by Factory Records.
Electric products began in 2010 when Mark, an accomplished session stylist, felt that most products were
too weighty to suit his needs. He and a renowned chemist spent two years perfecting Electric Smoothing
Cream, designed to tame and smooth coarse, curly or fine hair and provide extra protection during blowdrying.
The intention was for the product to be used only by Mark and some industry friends, but as word
spread about the innovative formulation – it evaporates naturally and during blow-drying to give control
without flatness – he decided to sell it in his Electric salons, originally in a clear bottle with an Electric logo
stamped onto it. When popularity and sales continued to grow, Mark and his chemist began to develop a
range of products aimed at professionals in the hair industry.
The Electric range now comprises a capsule collection of shampoos, conditioners, treatments and a
unique line of professional styling products. Each product takes at least 18 months to develop, personally
overseen by Mark, with an emphasis on removing chemicals and replacing them with natural ingredients
that actually enhance the results. Sustainability is a priority, with the aim that every product should work to
the highest standard while having the lowest possible carbon footprint – raw materials are sourced in the
UK, packaging is 100 per cent recyclable and the eco-friendly aerosols are filled in Italy by a company that
specialises in sustainable products.
And right now, Electric is testing a new ‘distillery’ model for stockist salons, creating beautiful 500ml
aluminium bottles and collaborating with British artists on the designs. The bottles can be brought back
to the salon to be re-filled, creating great margins for sales and an innovative, plastic-free solution for the
hairdressing industry. Watch this space!
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CREATIVE HEAD