A who’s who of blogger types filed over to the Mulberry Project earlier this month to witness the launch of UK haircare sensation Fudge Urban’s American takeover. Launching their new range of edgy products at Target, the company has boldly struck a chord with the younger set by choosing celebrity hairstylist Lou Teasdale as their Brand Ambassador. Lou has styled the locks of boy bands and models for the last 10 years and brings a fresh new perspective to hairstyling.
Scattered around the tiny speakeasy style club, were Fudge Urban products like Iced Raspberry & Vanilla Styling Mousse and Surfer Wax. As trays of crabcakes and tuna tartare in crispy phyllo dough cups were passed, everyone was invited to indulge in cocktails like ‘The Virgin Who can’t Drive’ (Clueless, anyone?). A photographer roamed through conversation clusters snapping photos of the journalistas as they networked and tried Iced Tropical Cocktail Miracle Ends treatment with Argon Oil on their hair.
Lou Teasdale swept in to much excitement, and talked about how much she was loving her new gig with Fudge Urban:
“I’m really excited to be working with Fudge Urban as their first ever Brand Ambassador! I think this is the perfect fit for me. It’s a fun, energetic brand with products that really work…I can’t wait to work with the team to develop new products as well as help with the creative direction!”
Lou, a cheerful and engaging woman with a bright fall of platinum hair, talked animatedly about the new Iced Raspberry and Vanilla Hairspray, and showed the small crowd how to use a blowdryer to soften the Matte Wax (like all the tinned waxes like Texture Junk and Rocker Wax, marketed for boys, like her client Harry Styles of One Direction).
She also touched briefly on her new book, The Craft, a how-to guide for teens and young women looking to create individual looks with funky 90s influenced style. By using products like the Fudge Urban Sea Salt texturizer, which smells intoxicatingly of coconut and sun, you can make a Gwen Stefani-esque hairpinned updo. Lou explained that she wanted to give the girls that idolize her, and there are many, something of their own to hold on to. A mother herself, she knows how important it is to nurture the dreams of the young.
At the end of the evening, lucky party goers were given bags filled with Fudge Urban products and signed copies of Lou’s book to take home. You can get your Fudge Urban exclusively at Target, with price points ranging from $7.99 to $10.99. Lou Teasdale’s book The Craft is available on Amazon.