COLOURPIG
Advance Air System · Brand Spine · Internal Use Only
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Cult OS · Brand Spine
"I had to build it because all other colour companies forgot to."
The 1908 Question — Ian
"The technology has been available since 1908. They did it for shaving cream for men. Why did they never do it for hair colour for women?"
Ian & John — co-founders of Colourpig Advance Air System. Both qualified hairdressers. Combined decades in the chair. The air-pressure dispenser isn't new science — it has existed since 1908. Men have had it for shaving cream for over a century. Women were never given it for hair colour. Not because it was impossible. Because complicated means more products, more steps, more money. Ian and John built it because nobody else would.

With a unique air-driven system — no mixing involved — and carefully formulated PIGment colour designed to keep hair as close to its natural colour as possible. Revolutionary permanent grey coverage in a reusable dispenser. No mixing. No mess. No waste.
1M
The Movement — not the ask

"I'm not asking you to get behind me. I'm asking you to get out from behind them."

There are a million women doing that complicated routine every day who don't know this exists yet. They're not fans of a new product — they're people who've been wronged by an industry and finally have a name for their problem. The first month is free as a reward for leaving, not a bribe for joining.

The Manifesto · public, loud
"This is how you do colour in 2026!"
Category claim. Anti-mixing. Anti-waste. Belongs on packaging, the hero, the opening of every founder piece. Year-stamped on purpose — what came before is over.
The Signature · private, soft
"Now doesn't that look pretty?"
Ian's 40-year line. The reveal moment. Inside the box lid, closing beat of every founder cut. The customer is the verdict, never the brand.

Manifesto on the way in. Signature on the way out. Public confidence + private humility — that's the whole voice in two lines. Never let either drift into the other's register.

MIND — Brand-wide Laws

· Maintenance is dignity, not vanity.
· Use only what you need — chemistry decides what you need.
· The customer's verdict matters more than the industry's.
· Numbers, not claims.
· Reusable wins.
· We don't sell against ageing. We sell against beauty-industry BS.
· We don't tell women to cover their grey. We don't tell women to keep their grey. We make the choice effortless — whichever way they choose.
· Pretty is a colourist's word. We use colourist words.
· The chair taught us everything. We just put it in a bottle.
· No chemistry experiments in the bathroom. Mixing is theatre. Mixing is waste.
· The technology has existed since 1908. They built it for shaving cream for men. They never built it for women. We did.
· The complexity is the product — for them. They made it complicated because complicated means more steps, more products, more money. We removed all of it.
· The demonstration IS the argument. Don't say you're simpler. Show the mixing bowl. The case rests.
· I've made it for you. The big brands had the chemistry, the distribution, the resources. They chose not to fix it. So we did.
· The brief is the product. Volume without direction is noise.
· Feels everywhere is the goal. Every woman's feed. Real life, not advertising.
These hold across every future range.

CONFLICT — The Enemy

"The technology has been available since 1908. They did it for shaving cream for men. Why did they never do it for hair colour for women?"
The hair colour industry made grey coverage deliberately complicated to sell more products. The mixing bowl, developer, gloves, brush, timer, 45-minute wait, stained bathroom — none of it is necessary. It is the industry's markup. The Ordinary exposed the same con in skincare. Ian exposes it in hair.

The tactic: Don't tell people you're better. Expose what the industry did to them. Give them a grievance to share — not a product to support. They share it because it validates something they already suspected.

Battle cries:
"None of it is necessary. They made it complicated."
"Box dye was built for a head. You have a hairline."
"Why are you still doing a chemistry experiment in your bathroom?"
Defection from the inside. Ian is not an outsider attacking — he is an insider who spent 40 years watching the con.

PRACTICES — Rituals

"NOW DOESN'T THAT LOOK PRETTY?"
brand signature — permanent, every range
PICK. PRESS. DONE.
this range only — future ranges get their own three-word mantra
"The Wednesday" · "Use what you need" · "That's a between-salons problem"

PROTAGONISTS

Ian & John — co-founders. Both qualified hairdressers. Combined decades in the chair watching the same problem walk through the door every week. The idea was Ian's. The conviction is shared. Two professionals who knew the industry well enough to know exactly what was wrong with it — and built the thing that fixed it.

Everyday: The Necessary. Her shelf, her quick application, 15 minutes, her "I skipped the salon" moment.

The movement: 1 million women who've been overcomplicating their grey cover and don't know this exists yet. Not fans — people who've been wronged by an industry and finally have a name for their problem. #NoMixMovement.
Strategic Objective
Normalising Grey · Both Sides

We don't take a side. We take away the difficulty.

Normalising having grey

Grey hair is not a problem to be solved. It is a perfectly normal part of life. Colourpig does not shame women for having grey hair. We never position grey as something to hide. The choice to cover is hers — and it is a valid, dignified choice.

Normalising colouring your hair

Colouring your hair is not vanity. It is maintenance — the same as cutting it. Women should not have to justify the choice. Colourpig does not sell against ageing. It sells against the unnecessary complexity the industry built around a simple act.

The brand law: "Maintenance is dignity, not vanity." The enemy is never grey hair. The enemy is the chemistry experiment. Always.

The Founder Script
Ian's Reengineered Script · Grievance-first, product second

Don't lead with the product. Lead with what was done to them. The audience shares it because it validates something they already suspected — not because they're fans.

Hook · 0–2s · prop in hand

"This is everything a major hair colour brand makes you need to cover your grey."

Build

"A bowl. Developer you have to measure. Gloves. A brush. A 45-minute timer. Instructions that read like a chemistry exam. And they'll tell you to do it all again in 6 weeks — but by then your grey is already showing."

The Turn

"None of it is necessary. They made it complicated — because complicated means more products, more steps, more money. The technology to fix this has existed since 1908. I know. Because I spent years figuring out how to get rid of all of it."

The Movement

"There are a million women doing that routine every day who don't know this exists. I'm not asking you to get behind me — I'm asking you to get out from behind them. Show me your mixing bowl. First month's on me."

The key insight

Ian doesn't need to say "we're simpler" after someone watches the mixing bowl laid out like a crime scene. The demonstration IS the argument. Give the audience a grievance to share — not a product to support.

Movement hashtags
#NoMixMovement #GreyFreedom #TheyMadeItComplicated
Technology
Proprietary Formula
PIGment Colour System

Ian's carefully formulated PIGment colour is designed to keep hair as close to its natural colour as possible. Permanent coverage. Professional-grade formula. The "PIG" in Colourpig is not an accident — it's the formula. The air-driven system delivers exactly the right amount of PIGment with each press. No mixing. No developer. No guesswork.

9
permanent base colours
100%
grey coverage
15 min
development time
90%
less product waste
Product choice — determined by % grey, not application area:

Permanent · more than 40% grey
Full, long-lasting coverage. For women with significant grey who need the colour to hold.
Demi-permanent · less than 40% grey
Blends and tones rather than fully covers. For women with lighter grey, longer between salon visits.
Root retouch — always roots only, never full length for colour:
Every 3 weeks — part line and hairline only (the halo). The fastest, most targeted retouch. This is the hero use case.
Every 12 weeks — entire root area. Full retouch when the halo alone isn't enough.
Gloss — root to tip, shine-focused, optional tone:
A separate step from colour. Applied root to tip to add shine across the full length. A tone can be added for further personalisation (warmth, cool, neutral). Does not replace the colour retouch — sits alongside it.

Pre-PIG & Post-PIG treatments: A shampoo formulated for before colouring (prepares the hair and scalp) and after colouring (protects the PIGment, extends wear). Both part of the range. Paired with every colour cartridge purchase.

Range roadmap: Permanent root retouch · Demi-permanent root retouch · Clear gloss + toned gloss · Pre-PIG shampoo · Post-PIG shampoo. The dispenser stays across all — only the cartridge changes.

Founding offer: 30% off + priority allocation + complimentary first refill (first month free subscription). The free month is the reward for leaving the complicated routine — not a bribe for loyalty to Ian. "Show me your mixing bowl. First month's on me."
Creative System
Hero Visual Signature · the format that does the work

The product is the protagonist. Not the creator. Not the founder. The Dispense — set in contrast against box-dye chaos — moves an audience from awareness stage 0 to stage 4 in 6 seconds, with no voiceover and no script. Every angle should remix one of the 7 hero shots and sit inside one of the 7 repeatable patter formats. The Dispense in the first 3 seconds, every time.

7 hero shots: The Dispense · The Contrast · The Cartridge Swap · The Application Beat · The Shelf · The Skip · The Reveal.

7 patter formats: POV: nobody told you · Wait for it · Things that just work · This vs that · Watch in real time · I cannot believe this is a thing in 2026 · Day 1 / Day 14 / Day 28.

The Ian & John Trust Formula · @justanothernurse parallel

Her secret is not virality. It is trust. A registered nurse earning $950K/month filming on her phone with no production budget. Ian and John — two qualified hairdressers and co-founders — already have everything she built. They just haven't put it on camera yet.

1 · Authority
The credential is the hook
40 years. Schwarzkopf Master Colourist. L'Oréal Degree Qualified. Before Ian says a word, who he is stops the scroll. "As a Schwarzkopf Master colourist, I would never use this on a client…"
2 · Honesty
Brutally honest by default
Ian and John's natural disposition — direct, sometimes blunt, always with Irish wit — is exactly what TikTok's algorithm rewards. The brutal honesty IS the content.
3 · Credibility
Results-driven, not feature-driven
"I've been watching this problem for 40 years and this is the first thing I'd actually use on a client." Felt experience + professional filter. The body is the subject, not the product.
Winning video structure: 0–3s Hook (surprise or result — never the product name first) → 3–20s Demo (hands in frame) → 20–40s The Professional Verdict ("I've been doing this for 40 years and here's what I actually think") → Final 5s Soft CTA ("It's in the shop.") · Sweet spot: 45–60 seconds. Post-publish: reply to every comment in video form — the audience becomes the content queue.
Three Universal Creator Formats · every creator in the army produces these three
① "I'm a No. X"
Creator holds the dispenser with the shade number visible and declares their number. Ian's insight: "You know your shoe size, your dress size, your bra size. Hair colour is the one thing women use for decades and most don't know their number. Colourpig gives it to them."
"I'm a No. 5. What's yours?" — no script beyond that. The number is the hook.
② The No-Brainer Dispense
Creator shows the Dispense as if it is the most obvious thing in the world. Tone: "why would you do it any other way?" No explanation. No voiceover. One press. Done. The implied contrast with box dye lives in the absence of all that noise.
Brief: show it working. Let the simplicity speak. Don't justify it — just do it, on camera, like it's obvious.
③ ASMR Unbox
Slow unpack with crisp sound design. The pop of the lid. The click of the cartridge. The tap on the bowl. The satisfying sounds are the creative. No script. Works as sensory hook and engineering demo simultaneously.
Brief: capture every sound. High-quality mic. Slow motion. "Sound on. 🔊" as opening caption.
The Nano Army Model · Medicube proof point
10B+
views/month from nano influencer army (Medicube — K-beauty giant)
Nano army
Many small creators, tight brief
Robust brief
Three Universal Formats
Feels everywhere
Brand ubiquity, no celebrity

"The brief is the product. Volume without direction is noise." — 200 creators found → 50 shipped → 20 posting → brand in every feed. Same model. Different bathroom.

Today's Brand Law
Colourpig · Brand Law