Download this free, 130-page Package Development Playbook jam-packed with strategies for success, best practices, and pitfalls to avoid.
Learn more »»
Article |

L'Oreal shampoo line gets a whole new look

L'Oreal's Pureology brand professional products (shampoos, conditioners, masques and treatments) have been literally flipped over on-shelf in sophisticated pearlescent toned, multi-tasking bottles designed to reflect their 100% vegan formulation and sustainable packaging.
Print Reprint
FILED IN:  Package design  > Graphic
     

The Pureology redesign, by Robert Bergman, founder of Mpakt and former L'Oreal creative director, takes the form of a sensuously curved, innovative set of high-density polyethylene bottles; one sits on its cap, the other on its base. The bottles are injection-molded of 50% post-consumer recycled material from a single mold and appear to embrace on shelf.

“No matter what a brand’s tone or message, a package must always be stunningly beautiful,” says Bergman.  “Image and status are so important in fashion and beauty, so package design is especially crucial to the success of a beauty brand.”

The creative brief for Pureology presented two challenges. First, give the brand, whose original structure was inspired by classic olive oil bottles, and had not been redesigned since its purchase by L’Oreal, a modern, upscale look cool enough to be sold at high-end Paris shops. Second, correct a structural design flaw in which the thin-necked bottle prevented the popular flash-foam effect of the luxuriously viscous liquid.

Related Sponsored Content

L’Oreal wanted the new Pureology bottle to appear organic and natural in form, while looking different from all other salon products. Toward that end, Bergman made dozens of exploratory sketches before rendering the finalists in 3D. “If there is a name for that bottle shape, I would call it ‘organically professional,’” says Bergman, whose sinuously curved bottle is innately feminine. “I’m constantly aware of masculine and feminine package design cues; Pureology is definitely feminine, yet highly functional with its wider neck and flip-top cap allowing for easy one-handed use in the shower.”

Finally, the original Pureology logotype was modified and modernized, but moved from its central position to the upper right, and a pearlescent palette applied. “The new, more sophisticated silvery pearlescent colors represent a luxurious evolution of the originals,” says Bergman. “It’s a complete redesign, from shape, to color to graphics, and it has to appeal to current Pureology users while attracting new customers so every nuance must be carefully considered to achieve the brand’s growth goals.”

A 40-mm snap-fit closure tops the container, which holds 250 mL and retails for about $28.00.
 

Comments(2)

Comments

Just one point of clarification, Pureology is using 50% EcoPrime, FDA approved, food grade recycled HDPE in their bottle redesign. Pureology wanted only the cleanest, safest recycled material to be used in their new packaging. EcoPrime is the only FDA approved recycled HDPE and is available exclusively from Envision Plastics. www.envisionplastics.com.

I think this is among the most vital info for me. And i'm glad reading your article. But wanna remark on few general things, The web site style is wonderful, the articles is really nice : D. Good job, cheers

Add new comment

E-BOOK SPECIAL REPORT
42 Best Package Designs
Sign up to receive timely updates from our editors and download this e-book consisting of our editors' picks of most notable package designs. Updated for 2014!
x

Newsletters

Don't miss intelligence crucial to your job and business!
Click on any newsletter to view a sample. Enter your email address below to sign up!
GENERAL INTEREST
PACKAGE DESIGN/DEVELOPMENT
Each newsletter ranges in frequency from once per month to a few times per month at most.