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Graphics for hair-coloring system put focus on color

Packaging for new hair-color products use a minimalist white background with images of hair swatches highlighted with gold-foil finishes to highlight the brand’s single focus on color.

Pw 390552 Joshwood1

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.

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