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Organic haircare brand gets elegant update

Chuckles’ All-Nutrient brand of organic haircare products gets a makeover, signaling to salon customers the all-natural prestige of the 100% vegan and cruelty-free formulations.

Pw 183594 Chuckles All Nutrient Group 2015

Chuckles, Inc. of Manchester, NH, is a maker of organic haircare products for professional salons. Founded in the 1980s, Chuckles was one of the first to introduce sulfate-free formulas. Its flagship line, All-Nutrient, includes shampoos, conditioners, and styling and finishing products that are 100% vegan and cruelty-free, certified through PETA.

Says Chuckles Operations Manager Chelsea Zomberg, “For us, it is not just about marketing or being compliant with industry regulations. Organic is who we are. We set the standard for naturally derived products in the beauty industry. We control every raw material that we use in our formulas in order to develop the safest and healthiest options for our end user.”

Recently, however, the company noticed that it was not sufficiently conveying this all-natural prestige with its existing product packaging. At the same time, it had begun enhancing its formulas with additional antioxidants, amino acids, lipids, and peptides to transform hair. “A brand refresh was in order,” says Zomberg. “Our goal was to convey an organic feel in an elegant way. It’s a very visual and heavily saturated industry, so it’s tough to compete for the attention of the stylist and ultimately the consumer.”

To rebrand and relaunch the line, Chuckles partnered with TricorBraun. Through consumer research, TricorBraun learned that the company’s packaging was out of touch with its core customer base. Consumers didn’t realize the integrity within the products unless they read the ingredient panel.

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