Published on the Packaging World Web site
Package Case Study
Design: A less mature design
When it was first introduced in 1947, Toni home perm from The White Rain Company had strong brand recognition among mature female consumers. To extend its franchise to a younger audience, the company turned to LAM Design Associates (Pleasantville, NY) to update its carton.
Brighter colors that replace gray in addition to stylish type give the products a more contemporary feel. A new line extension Toni Weeklong Waves is designed to attract younger users including teens interested in experimenting with temporary curls. The distinctive color palette differentiates it from the base brand and blends classy with sassy for greater youth appeal. “Toni has strong brand heritage and a very loyal customer base but needed a more contemporary look to remain competitive in the overcrowded hair-care market” says Maureen Gregory vp of marketing at The White Rain Company. Litho-printed in nine colors the redesigned package is available nationally at drug and grocery stores and retails for between $5.99 and $6.99.
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