Helping salons tap into one of the industry’s fastest-growing service categories.
Published:KEVIN.MURPHY+GLOSS has unveiled GIMME GLOSS, a new global campaign designed to position glossing services at the forefront of the modern colour conversation.
As client demand continues to shift towards shine-led results, low-commitment colour and treatment-focused services, glossing has become an increasingly valuable commercial opportunity for salons. With GIMME GLOSS, KEVIN.MURPHY+GLOSS is reframing gloss services as more than a finishing touch, positioning them instead as a stand-alone category capable of driving both client retention and salon revenue.
At the centre of the campaign is KEVIN.MURPHY+GLOSS, the brand’s acidic demi-permanent colour system, designed to deliver what the brand describes as “Colour with Strength and Shine” in just 20 minutes. Combining luminous tonal reflects with treatment benefits, the system allows colourists to create high-shine results while supporting improved condition and manageability.
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“GLOSS is no longer a finishing touch. It’s the service clients are actively requesting. GIMME GLOSS gives Colourists the tools to meet that demand while strengthening the commercial performance of their salon business,”
– Kevin Murphy.
Powered by acidic pH technology, KM.BOND2 and Vitamin C, the system has been developed to support hair integrity while delivering sheer, reflective colour. According to independent instrumental testing, hair can appear up to 36% stronger and 37% thicker following treatment, while enhancing shine on natural hair.
Alongside the campaign launch, KEVIN.MURPHY+GLOSS is also expanding its shade portfolio with the introduction of CHOCOLATE DIMENSIONS, a new collection of five shades across two tonal families inspired by the continued demand for warm, dimensional brunette colour.
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The new CHOCOLATE.GOLD (.73) and CHOCOLATE.MAHOGANY (.75) families have been designed to give colourists a softer, gloss-led interpretation of the chocolate brunette trend, offering warmth, depth and dimension without heaviness or long-term commitment.
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“GIMME GLOSS is about making shine a strategic service pillar. The addition of CHOCOLATE DIMENSIONS ensures Colourists can translate one of today’s strongest tonal movements into profitable GLOSS services,”
– Kate Reid, Global Colour Design Director.
The campaign positions glossing as a versatile salon service, whether used as a stand-alone express appointment, a refresh between major colour visits, an accessible introduction for new colour clients or a high-frequency return service designed to encourage repeat bookings.
Through the launch of GIMME GLOSS and the new CHOCOLATE DIMENSIONS shades, KEVIN.MURPHY+GLOSS aims to help salons increase service versatility, boost client visitation and strengthen long-term commercial growth.
For more information follow on Instagram @kevin.murphy, or visit www.kevinmurphy.com.
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