In a bid to change the way we interpret a ‘blonde moment’, popular UK hair salon chain REGIS, is encouraging the public to share a moment of success they’ve had whilst sporting a blonde hairstyle.
As the stereotype goes, having a ‘blonde moment’ is often seen as being uneducated, ditzy or ‘scatter-brained’. This association with blonde hair, along with the notion that blondes have more fun, is an age-old myth that has arguably made its way to becoming a socially acceptable phrase. But REGIS are working hard to change the stigma and want to put a positive spin on the well-known term.
The campaign works hand in hand with the launch of their Pearl Blonde image collection. Keiron Fowles, Creative Director at REGIS said:
“The inspiration for this collection was taken from the Nordic blonde trend; for a flawless, premium blonde, it has to be Nordic! It’s refined and cool and has a depth of tone the adds a sophisticated high-end quality to the look. Blonde can be worn by many different skin tones, on a spectrum from ash silver to our beautiful pearl blonde shade.
Going blonde is a massive trend for this year and going into 2019. It’s a classic shade that remains ever popular but it’s having a resurgence at the moment – I saw it all over the catwalks when I was working the big fashion weeks (New York, London, Paris, Cannes and Milan). It really is trending throughout the globe, so it’s about time we beat the stereotype!”
After launching the campaign through their social media channels, the company has seen an influx of responses from fellow blondes who are shouting about their successes and owning their positive stories.
Amongst some of the UK’s ‘blonde moments’ were “following my dream and getting my first job in construction, despite being the only female on site”, “Trekking Mount Kilimanjaro on my 50th birthday to prove that age is but a number”, and “completing the first year of a counselling degree with a chronic illness whilst raising two children and looking after a puppy.”
Dean Poole-Thomas, Regional Educator at REGIS, commented:
“My ‘blonde moment’ success story is every time I do a blonde! Seeing a guest change their hair colour, making them glow and seeing them walk out with the perfect pearl blonde, dreamy creamy blonde or anything in between is a great success to me. I love blondes and every moment is a blonde success!”
Those who participate are in with a chance of winning a selection of System Professional Products as well as a £100 gift card. Five winners will be selected on 29th June 2018.