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L’Oréal’s Redken brand gets a redesign to reflect new focus on customisation

By Simon Pitman+

24-Jan-2014
Last updated on 24-Jan-2014 at 17:03 GMT

The L’Oréal Redken professional hair care brand has been given a face-lift, which includes a complete redesign of its packaging that incorporates interlocking jars for the many different hair styling choices in the new range.

The new jar was conceptualized and designed by New York-based Robert Bergman, who is the founder of Bergman Associates Mpakt, with the express intention of giving the revamped product line greater flexibility to reflect the new customisation approach.

Currently one of the hottest trends in hair care, the Redken brand has adopted customisation for its hair styling range by offering consumers the chance to easily combine two or three different styling products, allowing them to achieve a ‘mixed’ or ‘layered’ look with more texture and volume.

Customisation with cohesion

Bergman's solution to this was to create packaging that would interlock the products together, to give a sense of cohesion.

“It was the perfect solution for styling products that are intended to be customized— a way of locking them together,” said Bergman.

Aesthetically, the redesign moves the product line away from its signature silver colour, to a new sleeker black packaging that uses metal foil typography to colour-code the navigational system for the 8 textures and style categories within the range.

The eight choices within those categories include: Blow Dry, Flex, Hairsprays, Heat Styling, Shine, Smooth, Texture and Volume, each designed to tap into the spectrum of styling requirements consumers are looking for.

It's all about giving hair styling more choice

The system also includes both product names and category colours on the packaging, which was incorporated into the packaging design after significant research to ask consumers what would be the best means of identifying the exact products they might want to select for their hair styling requirements.

Finally, the labels also incorporate a number on the packaging, which gives the consumer a clear indication of the hold-factor for each individual products, on a scale of 1 through to 30.

The redesigned product range is being launched worldwide and will be available in Redken professional hair care salons and other dedicated retailer outlets.

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