Industry sources estimate that Spray de Mode will bring in about $8 million in first-year retail sales.
The formula is a blend of polymers that create a strong hold while remaining flexible. The glycerin in the formula helps retain moisture, while silicone gives the hair a shine and protects it from heat.
Although the company doesn't do print or TV advertising, an extensive campaign was shot for promotional purposes such as collaterals and posters in salons and retail doors.
For the first time, the company cast real people of different ethnicities and ages as models for the Spray de Mode campaign. To find the models, the company turned to sources like MySpace and created its own online application process.
"We wanted to do something that reflected who we are and had an element of authenticity," said Sylvie Kilduff, Bumble's senior vice president of marketing. "Our campaign is all about 'street meets fashion' so we were looking for personalities. We wanted the freedom to talk to people in a more direct way telling the story of how the hair spray came about."
The campaign's 10 chosen models were each shot with different looks, showcasing the variety of styles that can be achieved with the new spray. The company also partnered with Stephen Jones to create hats to match each hairstyle.
For the first time, Bumble has created a supplement for the launch of a single product, featuring the individual looks along with descriptions and stories about each model. The company plans to distribute more than 200,000 copies in salons. Cards describing how to re-create the looks will also be available to consumers. In addition, viral videos documenting the process of selecting and creating the models will be featured through Bumble's spraydemode.com Web site as well as on YouTube.