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Umberto Giannini launches new ‘Scrunch & Flip’ campaign as it celebrates 25 years

Sophie Smith
13 October 2023

British haircare brand Umberto Giannini has launched a new campaign to celebrate its 25th anniversary. 

Dedicated to the brand's award-winning Curl Jelly, the ‘Scrunch & Flip’ campaign showcases the individual ways customers scrunch their waves, curls and coils.

It aims to capture the brand’s fun and positive personality whilst nostalgically nodding to its fashion roots in the high-style 90's.

First launching across the UK, the campaign will appear in-store, on digital channels, and in key shopping centres and train stations, before rolling out to international markets.


Let's hear it for the curls 🔥   Introducing our #ScrunchAndFlip campaign that celebrates the beauty of all waves, curls and coils with our game-changing Curl Jelly, THE #1 award-winning scrunching gel for every curl type. 😍   Share the love and tag a curly friend in the comments👇   #ScrunchAndFlip #CurlJelly #UmbertoGiannini

♬ original sound - Umberto Giannini

The campaign has been developed by creative director Robin Derrick, who helped design the brand's original bottle back in 1998, as well as creative director and son of founders Umberto and Claire, Orlando Giannini.

Claire Shread, Co-founder of Umberto Giannini, said: "Reuniting Robin with Umberto Giannini to collaborate alongside Orlando in capturing the essence of the brand in the present has been an incredibly fun and enriching journey for me.

"Robin was the creative director of British Vogue when he partnered with us to introduce Umberto Giannini, shattering the prevailing 'celebrity hairdresser' craze by championing real women.

"Now, in the contemporary landscape, Orlando injects his distinctive perspective into the evolving definition of 'beauty', infusing it with Gen Z vitality and creative ingenuity."

Umberto Giannini

After taking back full ownership of the brand from previous license partners Boots in 2018, Shread has since taken the business to new heights, reinventing the brand through "cutting-edge innovations in styling, scalp and curl care".

As it celebrates 25 years in the UK market, Umberto Giannini said is on a "strong" trajectory to grow the business three-fold throughout the next two years.

With further UK and international expansion planned this year, the brand's mission is to champion everyday beauty with texture-specific products for all hair types.

Listen to's podcast with Claire Shread.

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