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Meet Bernd das Brot, a depressed German loaf of bread that's spent 25 years as a TV cult classic

Meet Bernd das Brot, a depressed German loaf of bread that's spent 25 years as a TV cult classic

Washington Post28-02-2025

BERLIN — Forget SpongeBob SquarePants, Sesame Street and the sourdough starter craze: a depressed German loaf of bread named Bernd das Brot is celebrating his 25th anniversary as the reluctant star of a children's television program that accidentally became equally popular with adults.
A cult classic in Germany , Bernd das Brot (Bernd the Bread) is a puppet renowned for his deep, gloomy voice, his perpetual pessimism and his signature expression, 'Mist!' (Think 'crap!' in English.)
Played and voiced by puppeteer Jörg Teichgraeber, Bernd is a television presenter who wants nothing to do with TV and can't wait to go home to stare at the wallpaper.

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Jennifer Lopez used its products during her 2020 Super Bowl performance and the brand's $28 anti-frizz 'Dream Coat Spray' treatment is one of Sephora's best-selling hair products. The Wilton, CT-based company says it recorded some $300 million in revenue last year. Federici, Color Wow's sole owner, has done it all without bringing in outside investors. Forbes estimates the brand's value to be about half a billion, though the growing value of her Color Wow stake, which is now worth more than double what she got from John Frieda, has helped propel her net worth to an estimated $600 million. She ranked No. 61 spot on Forbes' 2025 list of America's Richest Self-Made Women, published in June. 'I always say to everybody here, "When you make something that matters, you make money." It's not about making money first, it's about making something that matters to people and then you'll be successful,' says Federici. Jamel Toppin for Forbes Hair care wasn't Federici's first passion. 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Early on, the company forged a partnership with hair stylist to the stars Chris Appleton, who used Color Wow's products on his clients including Jennifer Lopez, the Kardashians and Ariana Grande. In February 2021, Color Wow launched the 'Money Masque' with Appleton, a $45 hair treatment for 'super glossy, expensive-looking hair.' A number of Color Wow's other products were inspired by Federici's personal hair struggles. The 'Dream Coat Spray' came about after the hair care mogul attended an Aerosmith concert at Jones Beach. 'I remember I blew out my hair perfectly, which would take me a long time… and went to the ladies' room halfway through, looked in the mirror and was appalled,' she recalls. 'It was a massive, and I mean massive, head of frizz.' John Frieda and Gail Federici At John Frieda, Federici had helped develop Frizz-Ease, which made it easier to blow dry frizzy hair into smooth locks. But the products didn't stand up to humidity. She and Cincotta got to work. 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Some are still scientifically impossible, she says, but others may be only months away. If all testing goes well, Color Wow is hoping to launch a 'pretty major product' next summer. Photos, From Left: Daniela Amodei, Selena Gomez, Gwynne Shotwell. Illustration by Ben Kirchner for Forbes The beauty industry isn't looking quite as attractive as it was a few years ago. Multiple brands acquired in the period leading up to the Covid-19 pandemic or during it have since seen their valuations sink. One prominent example: Olaplex Holdings, a hair brand developed by two chemists that advertises itself around strengthening technologies, debuted on the Nasdaq with a valuation of $15.9 billion in 2021. Today, the company is worth just $900 million. By focusing on solving specific issues, starting with frizz and graying roots, Color Wow has tapped into a lucrative trend, explains Dan Su, a beauty analyst at Morningstar. 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'The timing has just not been right for us,' she says, adding that they're 'talking and seeing what makes sense.' If she were to sell, Federici recognizes she might end up in a similar position as after the John Frieda sale. 'I can't imagine not doing anything,' she says. But at the same time, she seems to be feeling a familiar limitation with her own industry. 'Every single formula of ours is completely different because it's a different issue that we're addressing. But at the end of the day, it's still hair care products. I think at some point I would like to figure out some way to make a difference in another way.'

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