Gisou has named Rosie Huntington-Whiteley as its first world model ambassador.
“You actually have to search out the correct match, and we’ve got discovered that in Rosie,” mentioned Negin Mirsalehi, founding father of the premium honey-based hair and sweetness model. “She’s such a mode icon with a really loyal group. Every thing she does is on-point — her personal branding, collaborations, the pure love for Gisou that she’s all the time had.
“And, after all, her hair is basically iconic, as nicely,” continued Mirsalehi. “So, it was such a pure step for us.”
Mirsalehi defined signing on a worldwide ambassador additionally made sense now, as Gisou strikes into a brand new product class — styling. Huntington-Whiteley, a mannequin, actress and entrepreneur, will entrance Honey Milk 5-in-1 Styling Cream.
“Hair has all the time been a robust type of self-expression for me, and this partnership appears like a pure match,” mentioned Huntington-Whiteley in a press release. “I’ve lengthy admired Gisou’s dedication to high quality, heritage and innovation.”
Huntington-Whiteley has additionally had tie-ins with Gisou earlier than, showing at its London pop-up, as an illustration.
Rosie Huntington-Whiteley
Courtesy Picture
“We by no means work with folks on [any level] with out that basically intrinsic love for the merchandise and the model,” mentioned Mirsalehi.
Honey Milk 5-in-1 Styling Cream is billed to surrender to a few days of “fashion reminiscence” and has a formulation containing Mirsalehi honey, from the Mirsalehi Bee Backyard, and hydrolyzed milk protein. It additionally incorporates hyaluronic acid.
In accordance with Gisou: “The light-weight, milky formulation supplies versatile maintain, intense hydration, frizz management, glazed shine and warmth safety as much as 230 levels Centigrade/450 levels Fahrenheit.” It claims the product leads to hair changing into 10-times smoother, as nicely.
Mirsalehi likens it to a milky facial toner, however for hair.
“It’s actually the skinification of hair,” mentioned Maurits Stibbe, Gisou cofounder.
Honey Milk 5-in-1 Styling Cream and its marketing campaign will launch on Wednesday. The 150-ml. tube will retail for $29.
“This marketing campaign celebrates the concept that hair is your greatest accent — deeply private and a real reflection of your id,” mentioned Huntington-Whiteley. “I’m excited to share that message.”
Mirsalehi mentioned she listens to Gisou’s group about its desires.
“Greater than ever, persons are speaking about lasting holds that they’re lacking,” she defined. “I personally am recognized for not utilizing hairspray.”
Mirsalehi has six generations of beekeeping in her household. The Gisou model was born from her ardour for bees and honey.
She mentioned the model is promoting strongly at Sephora. It’s set to launch in House NK in London on Friday.
“Subsequent to hair care, we’ve got lip oils, which have been very profitable,” mentioned Stebbe, including they’re in style as a consequence of being honey-infused, their totally different colours and payoffs. “However particularly, additionally due to the design of the bottle.”
That has a curvy form.
“There’s extra to return additionally on this house, subsequent to hair within the lip house,” he teased. “There’s one thing very thrilling coming.”
Stibbe mentioned the honey ingredient permits Gisou to play in numerous classes.
“We have now permission from our prospects to try this,” he defined. “We see monumental alternative to do extra with care and lips.”
The bestseller in Gisou’s portfolio, which has about 20 merchandise, is the Honey Infused Hair Oil, its first product to launch.
The U.S. is the model’s largest market, making up about 50 p.c of Gisou’s gross sales, adopted by Europe, which generates roughly 35 p.c. The Center East and Australia come subsequent.
