2024 ushers in a bright new phase for hair control brand Qiqi, brought to Australia by Dateline Imports. Centred on transformative and inclusive salon-grade care and control products for both professionals and consumers, the company is predicated on bold science and ingredients that ensure long-lasting results.
A new brand direction, packaging and visual approach in 2024 will fuel this core ethos. The creative new direction hopes to expand on how people see keratin straightening to further capitalise on this essential market, with a mission to empower consumers to transform their hair with zero compromise, beyond just the idea of permanent straightening, to a sense of broad, varied and total hair control. This new direction embraces clients with all hair textures and celebrates freedom of expression with an Avant Garde new look that’s sleek, modern and stylish.
“Moving forward our goal is to empower people to express and care for their hair. We want to create transformative and inclusive salon-grade hair control,” shared Qiqi’s Director of Global Education. “By changing how we speak about the product and calling it hair control, it opens us up to a lot more opportunities and doesn’t paint us into a corner of only being able to be used for one thing.”
“We’re really elevating the brand imagery. We’re going from a very sophomore bubble-gummy type of imagery to a more elevated more sophisticated branding,” the Director added. “We’ve created very evocative designs. We did not go off the shelf with our packaging; all our packaging was designed first and then created.”
A new naming system delineates the products into two categories of the Qiqi ProCtrl and Qiqi SelfCtrl lines. In the professionally focused ProCtrl range, the former Qiqi Vega has received a visual revamp with all the same benefits as before, becoming the hero Qiqi Hair Controller line, which softens the disulphide bonds in hair to permanently straighten, reduce frizz or enhance curls even on compromised and overly processed hair. This transformative power receives tailored scientific care with Thin & Delicate, Wavy & Curly and Thick & Coarse options that cater to various hair types without damage.
The ProCtrl range also offers the Go Deeper Shampoo to purify hair and deeply cleanse hair, preparing hair for all salon services in an all-new look that replaces the former Qiqi Love Is In The Hair Shampoo. The indulgent Smooth Service Shampoo XXX-L deeply moisturises as the new answer to the former Qiqi Makes You Feel Like You Just Left The Salon Shampoo. The professional formula smooths, hydrates, softens and nourishes the hair. The Super Soaker Smoothing Mask XXX-L is an ultra-hydrating haircare experience as the new take on the former Qiqi Not Just Smooth Insanely Smooth Mask, revitalising, moistening and softening the hair, while offering restoration, healing and shine thanks to a potent, minimalistic formula of hydrating agents and botanical extracts.
The SelfCtrl retail line offers a range of new and updated technologies, with retail, after care options of the Smooth Service Shampoo and Qiqi Super Soaker Smoothing Mask. Additionally, the Hydration Fixation Conditioner is a new addition to the line, quenching all types of thirsty hair for health, shine and vitality thanks to 20 essential ingredients.
The new Porosity Play Spray also joins the group, as a heat-activated multipurpose spray that smooths hair and leaves it with shine, strength and a healthy appearance. The product is humidity resistant, offers heat protection up to 230°C, guards against colour fading and protects hair from environmental damage with long-lasting, reparative results.
Qiqi are never satisfied with the status quo and are constantly breaking the mould to move the hair industry forward. New titles, packaging and a visual ethos in 2024 seek to empower professionals and consumers on the true power of hair transformation and control.
For more information visit www.datelineimports.com.au
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