In 2013 we launched Concoction, the world’s first fully-customised haircare brand. Consumers could say goodbye to Shampoo and hello to our “ShampYou”. The brand tapped into cultural insights that showed that millenial consumers had a new appetite for customisation. Concoction delivered a bespoke, fun experience that took inspiration from the mixology of a cocktail bar. The brand launched exclusively with Selfridges in London and was later distributed in partnership with Boots, Sephora and online retailers including ASOS, Urban Outfitters and The Hut Group.