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Simple hair care for all reflected in redesign for PERT

Bold label graphics refresh for first 2-in-1 shampoo/conditioner product helps PERT Plus establish itself as a simple hair-care solution in a sea of micro-segmented products.

Pw 40327 Pert Images Hires

A shampoo and conditioner in one product for use by all family members is an unusual find in the hair-care category, whose retail shelves are typically cluttered with countless brands and product variations, micro-segmented to appeal to a range of demographics, hair types, and need states. While PERT Plus, introduced in 1987 as the first 2-in-1 shampoo/conditioner on the market, can claim this unique distinction, until recently its on-shelf presence was less than stand-out.

Says Ryan Lynch, managing partner of brand and innovation firm Beardwood&Co., “It looked and felt dated on the shelf. It was recessive, and consumers weren’t considering it or picking it up.” But a bold new brand identity developed by Beardwood&Co. for brand owner Idelle Labs now has the product popping off the shelves.

“The new PERT Plus packaging is ‘refreshingly simple,’ just like the product itself,” says Beardwood&Co. partner and creative director Sarah Williams. “It has grab-and-go appeal at shelf that parents can feel great about bringing home to the family.”

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