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Packaging mirrors free-spirited consumers

In an extensive redesign of its Salon Selectives line, Unilever’s Chicago-based Helene Curtis is appealing to free spirits. The new look has a more stylish, sophisticated, yet approachable feel, says Diggi Thomson, Salon Selectives’ brand director.
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“The Salon Selectives brand is talking to those people who love using their hair to express themselves” he says. Thomson says designers looked outside the hair care business at design trends in products and packaging for inspiration. Noticing the variety of shape color and texture in the marketplace Salon Selectives based its design platform on that diversity. Designed by Ursula Flurer Design (New York NY) the packages are offset silkscreen or flexo printed in six colors. The 27 items in the Salon Selectives line all of which are unique designs retail for an average of $2.99.

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