Creating that special effect

You wouldn’t think there was a connection between screen blockbusters Jurassic Park and The Mask and Boots’ new range of brushes and combs. In fact, the same complex computer technology used to create the special effects in both films has also been used to design the 14-strong range of hair products.

The range, Salon Performance, has been designed by Coventry product group Smallfry to compete with branded ranges from professional salons. Form, materials, colours and ergonomics were high on Boots’ agenda when the retailer commissioned the group. ‘All materials are environmentally friendly and recyclable – Boots is still keen to get that right,’ says Smallfry’s managing director Steven May-Russell.

Inspiration for the streamlined shapes came from diverse sources, including the McLaren F1 sports car and sharks and manta rays. ‘Attention to detail was very important and we worked with quite specific demographics,’ adds May-Russell.

All products in the range feature a ‘unique soft grip detail’ as part of the range’s brand value system, according to May-Russell.

The project was initially intended to co-ordinate with products from Boots’ original range, but has ended up replacing it. Some products from the range are out in stores from this week.