KEVIN.MURPHY+GLOSS launches GIMME GLOSS campaign
KEVIN.MURPHY+GLOSS has launched GIMME GLOSS, a new global campaign designed to place glossing at the centre of the modern salon colour conversation.
The campaign positions gloss services as a key growth opportunity for salons, responding to client demand for high-shine, low-commitment colour with added treatment benefits. Rather than treating gloss as a finishing step, GIMME GLOSS reframes the service as a stand-alone colour category that can support client retention, service frequency and salon profitability.
At the centre of the campaign is KEVIN.MURPHY+GLOSS, the brand’s acidic demi-permanent colour system. Designed to deliver colour, strength and shine in 20 minutes, the system works as both a colour and treatment service, depositing luminous tone while helping to improve the look and feel of the hair.
The formula is powered by acidic pH technology, KM.BOND2 and Vitamin C. KEVIN.MURPHY says the system is designed to support hair integrity while creating sheer, light-reflective colour. According to independent instrumental testing, hair can appear up to 36% stronger and 37% thicker following treatment, with increased shine on natural hair.
Alongside the GIMME GLOSS campaign, KEVIN.MURPHY+GLOSS has expanded its shade portfolio with CHOCOLATE DIMENSIONS, a new collection of five brunette-inspired shades across two tonal families.
The new CHOCOLATE.GOLD and CHOCOLATE.MAHOGANY families have been developed to answer the continued demand for warm, dimensional brunette colour. The shades offer colourists a gloss-led approach to chocolate tones, delivering depth, warmth and luminosity without the commitment of permanent colour.
New CHOCOLATE DIMENSIONS shades include DARK.BLONDE CHOCOLATE.GOLD 6.73, LIGHT.BLONDE CHOCOLATE.GOLD 8.73, LIGHT.BROWN CHOCOLATE.MAHOGANY 5.75, MEDIUM.BLONDE CHOCOLATE.MAHOGANY 7.75 and VERY.LIGHT.BLONDE CHOCOLATE.MAHOGANY 9.75.
The campaign positions glossing as a versatile service option for salons, whether used as an express stand-alone appointment, a refresh between larger colour services, an entry point for new colour clients or a high-frequency maintenance service.
For professional salons, the launch is designed to support both creative colour work and commercial growth, giving colourists a way to meet demand for polished, expensive-looking colour while encouraging more regular salon visits.
GIMME GLOSS and the new CHOCOLATE DIMENSIONS shades launched globally on 1 July 2026 and are available exclusively in KEVIN.MURPHY salons.
