Welcome what Christophe Robin are calling a “new era” and updated “visual identity”, which will see the 20 year legacy of the brand innovated, while its core values of care and artistry, as well as its important legacy, are maintained.

The brand refresh will launch in September and follow two decades of trailblazing hair and scalp formulas, as created by Christophe Robin himself, celebrity and consumer fanfare and international success, all predicated on the use of highly concentrated yet gentle formulas powered by precious natural-origin ingredients. The products have always been free from silicones, parabens and SLS, winning acclaim from consumers and professionals for this bold way of thinking.

In twenty years of milestones the brand launched such iconic products as the luxury Regenerating Mask with Prickly Pear Oil, the skincare-inspired innovation Cleansing Purifying Scrub with Sea Salt, which became the brand’s global best-seller, and more recently Temporary Colour Gels for at-home colour maintenance.

“The Christophe Robin brand is over 20 years old, established by extraordinary colourist Christophe Robin in 1999 to care for the needs of coloured hair without silicones, sls, ammonia, colourants. The rebrand celebrates the brand’s professional history, giving it a beautifully luxe, modern – and globally appealing – look that will carry the brand into its new era,” said Karina Parry, Senior Brand Manager, MCM Imports.

The new refresh coats these renowned formulas in a new aesthetic. The look is based on the brand’s ethos to live vibrantly and their status as a purveyor of Parisian luxury, with the products boasting sensorial textures and scents that feel indulgent, elevating hair services and making hair care truly feel like self care. The refresh also harnesses Christophe Robin’s French quirkiness, as inherited from the brand’s human namesake, ensuring the brand identity is always accessible, positive and welcoming.

“Functionality and stronger eco-credentials are key features,” Karina said. “The iconic formulas that we’ve all come to know and love remain the same, but with some subtle adaptations to the packaging which simplify the customer experience – such as clearer labelling to make selecting the right products easier. The conditioners are packaged in 200ml, flip top tubes instead of bottles. The new alliance with rePurpose Global means that the Christophe Robin brand is proudly certified plastic neutral.” 

This will be Christophe Robin’s first ever brand refresh, updating the packaging with a classic, sophisticated design that also improves functionality. Products will be more easily identifiable and boast a smaller carbon footprint, with all products to become plastic neutral, achieved with a partnership with rePurpose Global. Even the logo has been slightly reworked to offer more modernity, visibility, and ease of reading, and the brand name as has been refreshed and capitalised to add impact and include its Parisian heritage and birthplace.

The updated design is white with a soft matte finish for consistency, with a gentle tonal refresh that showcases emblematic coloured stripes to easily differentiate between ranges, complemented by matching coloured caps. Conditioners will now be in tube format as another mark of product distinction. The rebrand will also give back to the planet and the environment.

“For every product we sell, we will donate a percentage towards collecting and recycling the equivalent amount of plastic waste used in our packaging and operations to achieve a Net Zero Plastic Footprint with certification,” the brand said.

The formulas within the ranges remain unchanged, while some products will be discontinued to make room for future innovations.

The distinct ranges under the brand umbrella are the Regenerating, Purifying, Hydrating & Volumising & Densifying collections of shampoos, masks, conditioners, serums, pastes, shampoo bars, leave-in masks and other must-have products for truly tailored hair and scalp care. The brand also offers colour protection, coverage and enhancing.

Join Christophe Robin in their new phase and at the start of their third decade, with a brand refresh that’s new, bold, modern, sustainable and ever-luxe.

“The brand is focussed on global growth, delivering innovative, professional-level formulas that will increase in-salon and at home results. 2022 sees Christophe Robin expand further into the growing scalp care category with new innovations, building on the international success of Christophe Robin’s Cleansing purifying scrub. Powerful natural ingredients will continue to feature, drawing on the unique active properties to deliver salon grade results,” Karina said.

“We have professional training materials and videos exclusively available for our salon partners, delivering inside tips and tricks on how to integrate Christophe Robin products into treatment and colour services. A new look professional range will be available from 2022, reflecting the rebranded aesthetic of the retail range.”

For more information visit www.mcmimports.com.au

Christophe Robin is offering Styleicons readers a 10 per cent promotional discount on new opening accounts on wholesale opening orders. Email leidy@mcmimports.com.au and mention Icons10 to have the promotion applied to your order.