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Flask-shaped bottle lends masculinity to haircare line

Packaging for a new line of haircare products for men from Jack Black follows the company’s three-part formula for product success: simplicity, quality, and masculinity.

Pw 92756 Jack Black Hair Care Line

Men’s grooming products company Jack Black LLC sells its extensive line of products through prestige department stores and specialty retailers. Since its founding in 2000, the company has taken a head-to-toe approach to grooming, but this year, the company is expanding its presence significantly in hair with the launch of a full haircare collection of eight products to complete its line. Jack Black began working on the package development for the new line in May 2014; products in the new packaging began shipping in February 2015.

“Our target is the broad audience of men looking to look and feel their best,” says Emily Dalton, co-founder and Executive Vice President of Jack Black. “To appeal to those men, we focus on three principles, both in product formulation and in packaging: simplicity, quality, and masculinity.”

Dalton points out that ever since the Jack Black brand was launched, the company has focused on packaging as an important visual branding tool to reach male customers. Many of its packages, for example, reflect visual cues from other categories that are distinctly masculine, such as premium liquor bottles or cigar labels. It also favors packaging that is convenient for men to use in multiple settings––at home, the health club, while traveling, etc.

As it prepared to launch the new haircare line, Jack Black chose TricorBraun Design & Innovation Group, a business unit of TricorBraun, to design the packaging for those products. In the end, the design of the new shampoo bottle was so striking that the company redesigned some of its existing bottles to project the same look for its core line of shaving and skincare products.

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