The creators of Pulp Riot have done it again with this leading colour – Danger Jones is now debuting globally and putting the artist back into the industry. Using creativity as its muse, Danger Jones is much more than a colour line, writes Cameron Pine.
Just when you thought a vivid colour line could be any more versatile, David and Alexis Thurston dreamed up a new colour phenomenon that starts with the packaging – a display brand that clients will fall in love with from the minute they see it. David and Alexis own famed Los Angeles salon, Butterfly Loft, which employs over 30 professional stylists, all while they continue to build a global following of Danger Jones fanatics. Built from the tagline ‘we create art not commerce’, Danger Jones is a passion led people brand.
The Australian launch of the brand took place on November 8. Held at Melbourne’s suitably grungy The Third Day warehouse space, Alexis and David travelled from Los Angeles alongside American natives Kristina Dunn and Amanda Harsche, with Australia’s educator Lexie Shay traveling from Queensland, to share the excitement of a brand that feels different from the first touch of the soft-touch box. Co-hosted by Australian distributor Salon Cosmetics and CEO Nick Panagiotou, the Australian launch night included live education on real-life models, drinks, food and plenty of opportunity to share a collective passion for creative colour.
“When most brands are decreasing quality and increasing prices, we are increasing quality and investing in technology we haven’t seen before in professional colour. We’ve brought four badass women together on stage. With 85 per cent of our industry women, we are reflection of our industry,” David said.
David believes in leading with authenticity and loyalty, and by building relationships that are genuine, success is the only prose. His partner Alexis, is the other half of a creative duo that mixes the perfect dose of salon creativity with business acumen.
“In our own salons we noticed some of the products our staff are using weren’t giving the longevity that we wanted so it was time to create our own. Danger Jones is a thinner consistency that is easy to apply, saturates better and you don’t need to use as much product,” Alexis said.
Danger Jones assists stylists in breaking down the four walls of the traditional hair salon, uniting the industry and inviting the clients in. It’s a community focused brand that does everything it can to build people with the best product available.
In a general industry trend where cost cutting exists, David and Alexis believes that disruptive individuals are always searching for something better and Danger Jones helps to achieve that.
“We are about finding ways to add quality even if it costs a lot of money to do it, if stylists are going to support a brand we need to invest in them as well. It’s about growing with like-minded people,” David said. “Everywhere we go it’s about building that global community – not only through our social media groups that every stylist can join. In every launch country in the last six months we are combining local and international artists together to learn from each other and grow.”
Many of the salons and stylists from Melbourne who attended, some from interstate, said it was such a phenomenal opportunity and evening to spend time with industry leaders while witnessing creativity at its finest.
Testament to a brand that’s all about experience for the stylist and consumer, Danger starts with the stylist handing the client the product and that’s where they see it, feel the soft touch box, relate to it and buy into the brand – a key reason why Salon Cosmetics believe in the huge potential for Danger Jones to add to any colour salon in Australia.
“We’ve looked at a lot of different brands and worked with many over the years, some we politely don’t work with, but Danger Jones is something that aligns with our values as a business and is the type of company we want to be involved with,” said Salon Cosmetics CEO Nick Panagitou.
“That’s where we inspire people to be part of our packaging – we designed the packaging with gig artists that make gig posters for some of the biggest artists in the world such as the Red Hot Chili Peppers – you don’t see a logo on it, it’s part of the artwork. The majority of colours on the box are what’s inside – the back of the carton also shows a swatch chart and shows what the colour will look like on different shades of hair so there’s a realistic expectation for both the stylist and the client,” Alexis said.
This approach helps with education and also helps clients understand the need for lightening services, with Danger Jones also having an incredible lightener that lifts up to ten levels, contains a built-in bonder and proprietary sea algae technology, taken from skincare, to ensure a luxurious experience and the utmost hair integrity through every step of the Danger Jones process.
A hair, beauty, fashion and lifestyle brand that also makes designer clothes, Danger Jones is a true creative asylum that’s investing in community and paving the way for community-led artistry industry-wide.
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