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July 24 2014

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Percy & Reed: Coming To America

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We’re suckers for cute packaging—always have been, always will be—which is how we first stumbled upon the new haircare range from Adam Reed and Paul Percival of London’s Percy & Reed salon. There it was, backstage at House of Holland, just sitting there with its adorable illustrations and delightful copywriting, begging for further explanation. “Ultimately, you’ve got to get people’s attention,” Percival told us of the 16-piece line’s deliberately eye-catching exterior. But of course, it’s what’s inside that counts. “We go all over the world collecting products, and then we tend to combine them,” he said of the mix-and-match concept behind the range, which all started with the Smooth, Sealed, and Sensational Volumizing No Oil Oil for Fine Hair. “It gives volume from the second you put it on and acts almost like a setting lotion without being greasy. Then we mix it with one of the styling lotions.” The duo is calling their line “semiprofessional,” as it is intended to perform on par with session stylists’ needs, yet be easy enough to navigate for consumers and loyal customers, like Agyness Deyn, Elle Macpherson, and Sophie Dahl. “It requires education,” Percival admitted of the ins and outs of each item and their versatile applications—which is why he and Reed have filmed a series of video vignettes to show, rather than tell, interested parties the best way to use their products (the instructional demos are currently streaming on their Web site, www.percyandreed.com). A clever naming technique has also been employed to help break down the marketing speak. “Adam and I, we’re really funny,” Percival jokes, begetting products like the Reassuringly Firm Session Hold Hairspray, which includes the quirky quote, “hold it right there, hair,” to help further explain its function. “We do take our work seriously, but we don’t take ourselves seriously,” says Percival. The products roll out to Selfridges, QVC, and Space NK in London in October and come spring, there’s a chance we may be able to get our hands on them stateside, too. “We might be in the Space NK stores in America beginning next year,” Percival told Style.com. Get excited.

Photo: Courtesy of Percy & Reed

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