Editorial edge and salon styling merge in R+Co BLEU’s groundbreaking new range of consciously created, sustainably developed luxury hair care.
It was a request from the salon network that prompted the concept of R+Co BLEU, a sustainable, high-performance treatment line with superior ingredients designed to rebuild, nourish and protect.
Knowing the unique nuances of each salon’s culture, personality and clientele, R+Co BLEU emerged as a way for salons to cater to the client who wants to indulge in an experience and, at the same time, wants to use products that are high-performance, eco-conscious, with formulations that are safe, mindfully created and ethically sourced.
“Each salon is unique, as is their clientele—from downtown to uptown, rock ‘n’ roll to tailored, trend-obsessed to timeless, salons want to offer lines that speak to all clients,” says Tev Finger, CEO of Luxury Brand Partners. “The relationship of R+Co and R+Co BLEU is similar to Mercedes and Maybach, or Miu Miu and Prada: a shared DNA with a different philosophical approach.”
Named for the calming blue waters and restorative tranquility of destinations like Capri, Positano and the Caribbean islands, bottles and jars are made of 100% post-consumer recycled material, and tubes are constructed from recyclable bioresin sugarcane plastic, a first for prestige hair care.
“BLEU pushes the boundaries of sustainability,” says R+Co President Dan Langer. “Our partnership with One Tree Planted will result in an R+Co BLEU forest in Australia, an area in desperate need of reforestation.”
The carefully edited, results-driven lineup of 21 formulations is color-safe, vegan, Leaping Bunny-certified, and gluten-, sulfate- and paraben-free, while offering UV and heat protection and incredible conditioning. The iconic packaging, inspired by vintage skincare jars and perfume flacons, boasts a palette of rich, vibrant tones and artful design inspired by ’70s Yves Saint Laurent. Easy to grasp, and open, caps are rendered in a tactile matte finish, while bottles, tubes and jars are imbued with a glossy opalescent quality.
“Customers continue to treat themselves as a form of self-care and wellness,” says Elizabeth Langkraehr, General Manager of R+Co. “People are looking for mini indulgences as part of their daily routines. She might not treat herself to new lipstick if she’s wearing a face mask most of her day, but her eye makeup and hair become even more important.”
The BLEU Molecule Complex runs throughout each treatment formulation via micro-encapsulated sugar molecules that deliver intense repairing benefits for all hair types and textures. This exclusive, intelligent technology gradually delivers homogeneous active ingredients to the inner and surface of hair follicles to repair and revive damaged hair with UV protection and hydration, significantly increased shine and manageability, frizz control and reduced hair breakage.
R+Co BLEU’s Light Waves signature fragrance features heightened citrus notes and softened woody notes. Sparkling and spirited, effervescent notes of pineapple and tangerine mingle with zesty cardamom to energize the senses. An aromatic heart unfolds with a layer of soothing lavender over a sophisticated base of subdued bamboo and blonde woods.
In addition to being made from 100% recycled materials, all components of R+Co BLEU packaging, which is Green-e Certified, are 100% recyclable.
“By being recycled and recyclable, we’re creating a continuous circle of sustainability,” Langer says.
In addition to reducing the use of virgin plastic consumption, 100% PCR (post-consumer resource) bottles use 88% less energy, lowering the carbon footprint. The cans are made from 100% aluminum, and boxes are made of 100% PCR recycled paper. Sugar cane tubes are a renewable resource that regrows within months and biodegrades in just 60 days in compost.
Stamped with the Leaping Bunny certification and the R+Eco logo, R+Co BLEU commits to sustainability with toxin-free formulas, as well as 100% cruelty-free vegan formulations that are free from gluten, sulfates, petrolatum and parabens.
R+Co BLEU’s partnership with One Tree Planted supports global reforestation and environmental awareness. The R+Co BLEU Forest in Australia is part of an effort to create a koala wildlife corridor by forming a linkage of habitat from Byron Bay westward toward Tenterfield, north to the Queensland border, and south toward Grafton.
REFORESTATION + WILDLIFE
With the launch of BLEU, R+Co partnered with global nonprofit One Tree Planted with a promise that for every BLEU product purchase, a donation will be made toward supporting the organization’s global reforestation and environmental awareness efforts.
“To help showcase the partnership with One Tree Planted, each BLEU product carton will include a seed-infused card that grows wildflowers when planted,” Langkraehr says. “We also look forward to hosting stylist-led tree planting events around the country to build community and environmental awareness.”
BLEU initiatives with One Tree Planted will help create an impact for nature, people and wildlife. Reforestation helps to rebuild forests after fires and floods, provide jobs for social impact and restore biodiversity.
“It’s wonderful to have the support of forward-thinking business partners like R+Co and a passionate salon community,” says Diana Chaplin, Canopy Director for One Tree Planted. “The trees we’ll plant as a result of this initiative will help make a lasting impact for nature, animals and people.”
Trees help clean the air we breathe, filter drinking water and provide habitat to over 80% of the world’s terrestrial biodiversity, according to onetreeplanted.org. Forests provide jobs to more than 1.6 billion people, absorb harmful carbon from the atmosphere and are key ingredients in 25% of all medicines, the nonprofit says. Trees also help reduce the risk of floods and landslides, while helping to cool the planet by sucking in and storing greenhouse gases into their trunks, branches and leaves—releasing oxygen back into the atmosphere.
Chaplin refers to research from Capgemini’s Consumer Products and Retail survey to confirm that growing concerns about environmental challenges and the need for conservation of natural resources impacts purchasing patterns and brand loyalty.
The research found that, among 7,500 consumers surveyed around the globe, nearly 80% want to make a difference in saving the planet for future generations; 72% are personally concerned about their environmental footprint; and 66% choose to purchase products or services based on their “environmental friendliness,” Chaplin shares.
R+Co BLEU’s range is divided into families according to benefit. Each category of care—from shampoos, conditioners, masques and stylers—has its own distinct shape and color-coded cap.
- Hypersonic Heat Styling Mist seals in moisture and prevents frizz with heat protection
- Cult Classic Flexible Hairspray creates flexible hold with polish and control
- Essential Hair Tonic protects from damage, delivers extreme shine and hydration
- Elastic Styling Pomade adds flexible hold, smooths flyaways and imparts natural shine
- Retroactive Dry Shampoo absorbs oil, adds volume
- Smooth and Seal Blow Dry Mist humidity-resistant formula leaves hair smooth and silky
- Featherlight Hairspray for softness, shine, flexibility, memory and control
- Primary Color Shampoo keeps all shades vibrant, nourishes hair, adds shine and locks in hydration
- Primary Color Conditioner deeply conditions, detangles, smooths and seals cuticle
- Primary Color Masque keeps all shades vibrant, nourishes hair, adds shine and locks in hydration
- Optical Illusion Smoothing Oil prevents frizz with heat protection
- Surreal Styling Serum delivers flexible hold and a touchable finish
- Super Style Crème fortifies hair, adds softness, shine and hydration
- De Luxe Reparative Shampoo repairs damage, delivers shine and hydration
- De Luxe Reparative Conditioner improves elasticity, seals cuticle and detangles
- De Luxe Reparative Masque restores damaged hair, deeply nourishes and strengthens strands
- Magnifier Thickening Spray delivers long-lasting, lightweight volume, adds shine and strength
- Lifestyler Volume & Texture Spray provides grip with natural shine
- Highest Volumizing Mousse instantly thickens and adds shine without weight
- Ingenious Thickening Shampoo provides instant thickness and volume
- Ingenious Thickening Conditioner fortifies limp and fragile hair, hydrates and removes buildup
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Originally posted on Modern Salon