Leading British colorist/hairsylist and salon owner Josh Wood has introduced a new home hair-color system, Josh Wood Colour, with the brand identity designed by Pearlfisher. Aiming to challenge the staid marketplace with a personalized haircolor recommendation system, the new range has been exclusively created for joshwoodcolour.com and Walgreens Boots.
In the system color gradients work alongside four key hair colors in a range of 12 permanent dyes accompanied by root concealers to maintain color and a shade-specific haircare product range. A numbering system is designed to help consumers navigate and select suitable products across the system, aiming to provide perfect, shade-matched color.
Says Yael Alaton, Chief Strategy Officer at Pearlfisher, “Our opportunity was to share Josh Wood’s expertise and mastery by creating a revolutionary brand that changes a woman’s relationship with her hair color and enables individuality. We wanted to liberate women from the boxed-in world of color by breaking the existing category norms such as boxes heavy with scientific jargon or stereotypical images of women with fake, shiny hair. In addition, we wanted to change the dynamic—moving our relationship with our hair color from dependent, and about covering greys, to being independent and showing the possibilities for creating our own color as a true expression of ourselves.
“Like us, color is complex, unique, and truly multidimensional. Our strategy was to be inclusive and find a new way to harness the idea of color as a powerful form of self-expression for everyone.”
Adds Senior Designer, Jess Phillips, “The identity for Josh Wood Colour—which appears across Josh’s atelier, digital, and print collateral—is a powerful and iconic mark that sits at the heart of the brand and ends in a confident full-stop. Fluid, impactful, and imaginative, the visual world we have created for the at-home color range is both inspired by, and demonstrative of, color. Contrasting gradients are inspired by the different tones that can found in our own hair. This is offset against white boxes that are not only modern, bold, and minimalist, but also highlight the brand’s single focus on color. Real and individual-looking hair swatches are highlighted with gold-foil finishes, whilst a numbering system helps consumers navigate and identify the exact shades they are looking for.
“With a premium and distinctive appearance on-shelf, the range appeals to a contemporary consumer looking for a color partner that fits their lifestyle.”
Says Dominic Rose, Managing Director of Josh Wood, “Josh Wood is synonymous with color, and Pearlfisher has created an exciting and breakthrough design for Josh Wood Colour that will not just disrupt the existing market, but establish and evolve a new expertise and authority in the world of on-shelf color—now and into the future.”