Your Favorite Beach Spray Just Got A Major Upgrade

There's a reason Bumble and bumble's Surf Spray enjoys cult status. Hairstylists and consumers have been spritzing the stuff on their strands since 2001. And, for 14 years, the product has remained unchanged. But, your go-to spray is getting a makeover. Say hello to Surf Infusion. While most "revamps" typically include a slight formula tweak that most consumers wouldn't even recognize, Surf Infusion — out this month; we'll keep you posted — is almost a completely different product. Instead of salt and water, Surf Infusion's formula is salt suspended in oil. Shake the bottle, spritz it on, and you've got beach waves without the crunch.

"Surf Infusion is less drying on coarse or color-treated hair types, and creates a smoother, softer wave," says Laurent Philippon, global artistic director for Bumble and bumble. "Many surfers already apply different oils to their hair before they hit the waves in an effort to protect their locks from sun and salt-water damage, and we felt it was time to bottle that." The crunchy, sticky texture of most beach sprays was a common gripe until dry sprays started hitting the market, promising that fresh-from-the-beach, messy look without the grit. With Surf Infusion, everyone can snag some surfer-chic texture. When it came time to shoot the campaign, Philippon played with the typical surfer-girl image. "I wanted to bring a fashionable, French edge to what our consumer considers 'surf' to mean," he explains. "In many ways, the customers who use this product do not all live near a beach, thus I wanted to make it accessible to them." He pulled it off by emphasizing the cosmopolitan side of Bumble and bumble. He and photographer Regan Cameron shot the campaign in the Meatpacking District — pretty much the farthest point from the Santa Monica beach where we imagine the Surf Spray girl hangs out. "New York's Meatpacking District has such great elements, like cobblestone, taxis, and raw spaces, that it really encompasses the heartbeat of the city and our customer," Philippon says. "[It] was the ideal place to shoot."

The models have the tousled hair most of us can only achieve with the help of blowdryers and curling irons. And, not all of them even have waves, which shows this spray's versatility — if you want to add a touch of grit and texture to straight hair, Surf Infusion can help.  Philippon hopes to continue expanding the Bumble brand. "I hope to bring an elevated eye and fashion sensibility to the brand to create very exciting, stylized imagery, while still speaking to our core customer and our dynamic hairstyles and legacy," he says. If Surf Infusion is any indicator, we have some pretty exciting things to look forward to from Bumble.  Related Links:
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