Change is in the Hair

It has been a busy summer for Cibu. Amid product development, salon education and ongoing brand management, Cibu has embarked on fully fledged brand overhaul.

Several factors influenced our decision. In late 2012 a Facebook user challenged the Cibu team to consider the racial implications of its Asian inspired product names. Of particular concern were the product names "Miso Knotty" and "Geishalicious," both of which critics viewed as misogynistic and racist towards women of Asian descent. The Facebook thread led to a petition on Change.org, requesting that Cibu change its brand positioning. Around the same time, completely unrelated to the Facebook debate, Cibu's founder challenged the Cibu team to evolve the current packaging to something more modern and fresh. In November, Cibu will celebrate its 10th birthday. How many times have you changed your hair style in the past decade? Clearly, it is time for a makeover.

This summer we partnered with a research firm and conducted focus groups and online surveys to get into the minds (and beauty closets) of our Cibu clients. We shared our findings with an advertising agency to brainstorm packaging design and positioning strategy. Right now we are in the intial stages of the creative process. Packaging is important but it is one layer of a complex brand story, one that will take up to 18 months to execute. We hope to roll out Cibu 2.0 in early 2015. Until then - Cibu is all about Bamboo, Lotus Flower, Water Lily and Cibu Love!

Cibu Loves You!
xoxo
Jenn
Cibu Brand Leader

PS: Keep your eyes open for Cibu Drynamic Blow Dry Accelerator - available in salons and online late August 2013. Powered by Argan oil and moisture wicking silicone technology, Drynamic dramatically speeds up blow dry time and simplifies the styling process. Break free from your blow dryer!