Design: A less mature design

Brighter colors that replace gray in addition to stylish type give the products a more contemporary feel. A new line extension, Toni Weeklong Waves, is designed to attract younger users, including teens, interested in experimenting with temporary curls. The distinctive color palette differentiates it from the base brand and blends classy with sassy for greater youth appeal. “Toni has strong brand heritage and a very loyal customer base, but needed a more contemporary look to remain competitive in the overcrowded hair-care market,” says Maureen Gregory, vp of marketing at The White Rain Company. Litho-printed in nine colors, the redesigned package is available nationally at drug and grocery stores and retails for between $5.99 and $6.99.