When GATSBY launched in Japan, it did so when men around the world were starting to come into their own. To be a leader in the men’s grooming market was to deliver the exact products that men needed like the Moving Rubber series for the style-conscious and Hair Spray which has become a creative industry staple.
gatsby THE DESIGNER, a premium hairstyling line that launches this year, is radically straightforward with what it does: fashionable people mostly already know what’s in fashion and to entertain their constantly changing needs, the brand carefully created five hairstyling products to allow its customers to put their own personalised spin on them.
From left clockwise: HARD WAX, GEL GREASE, and EXTREME CLAY.
To talk about gatsby THE DESIGNER’s products in a more serious sense, however, would be to talk about the design values of Japanese products. American brands tend to “social listen”, Korean ones bank on being viral, and European Houses mostly rely on heritage.
With gatsby THE DESIGNER, the brand firstly has committed to making sure that the products work in all circumstances — helping its trend-focused customers achieve the look they desire with ease and holding power, the geographical location they’re located (we’ll get to that below), and the effect it has on the planet itself (again, we’ll get to that below).
Secondly, the brand believes that trends that are convincing to the fashionable can only be shaped if the right people are the ones who predict or create them. These trends — of which gatsby THE DESIGNER has created five products around — have to survive the constant changing of trends without being advanced enough to alienate newcomers and the solution was for the brand to consult the original trendsetters themselves — Japanese stylists, salons, and influencers who are trendsetters themselves.
From left to right: HARD WAX and EXTREME CLAY.
With these two considerations settled — the innovation of its make and inspiration from its trendsetters — what one can now purchase is a product that taps into a third trend: the power of aspiration.
The five brightly hued packagings with a modern illustration give it a form of cultural cache (finally, a hair styling brand that does not do clinical minimalism), its formula is environmentally friendly with no animal ingredients used, and it dials into how its customers like their products now that Singapore has more-or-less opened up — day to night products that have a light Fougere scent (jasmine, freesia, and a clean Savon note) and a formula that every male will appreciate.
It washes off completely with a shampoo without the need for doing it twice or with a scrub. A feat, that most waxes are unable to achieve — they often leave a sticky residue on the hair that can cause anything from itchiness to hair fall itself.
Here, the five products from the gatsby THE DESIGNER line, each one made for every styling situation.
EXTREME CLAY — With its dry texture that creates volume and a tousled look, the wax itself gives a strong hold as it settles within itself without any need for hairspray.
HARD WAX — Allowing one to create spikes, textures, and a lifted look because of its spreadability, it allows one to change it as much as he wants before it sets. Also, it has the strongest setting power out of all the gatsby THE DESIGNER waxes.
GEL GREASE — Giving the benefits of a hair grease with its ease of application (of course, without the greasiness), the product which holds strongly just like a gel is best used on permed or wavy hair.
AERO UP WAX — Allowing one to create volume on the bangs with a light and soft finish, the wax is great for Korean-inspired hairstyles like the airy Comma style that needs a firm setting power without a heavy finish.
MODE WAX — Besides giving the most natural and relaxed finish, the wax also allows one to finely style his hair with techniques like the separation of the bangs or to create a subtle and sophisticated look.
Whether you’re solidifying a look you’ve developed for yourself, experimenting with something new, or require something texturally and fragrantly pleasant and easy to use every day, there are 120 permutations with all five of the gatsby THE DESIGNER waxes. Just remember to alternate the way you use them — combined or used together to try out whatever you’re feeling for the day. And that, is a true trend in 2022 — being equally true to yourself.
Shop the gatsby THE DESIGNER products (each is priced at SGD$19.90) on its online store.
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