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New packaging affirms hair brand's fashion-forward style

New packaging design for Redken Styling products includes interlocking jars, a chic black gloss background, and an electric-color coding system.

Pw 61466 Redkenjar Fix

Part of L’Oréal’s Professional Products Division, the Redken brand of hair products has built a reputation as “the fashion brand” in the professional hairstylist market in which it is sold. In 2013, after using the same packaging design for its Redken Styling line for eight years, the brand was due for a makeover. The 2005 packaging used a silver, industrial steel-inspired color that no longer reflected the chic, sophisticated brand Redken had become.

“In the fashion world, trends in design and style last only one season—and a season lasts six months. The next fashion season takes trends, colors, and styles in a completely new direction,” says Robert Bergman, Creative Director of Bergman Associates Mpakt, whose firm designed both the original and the updated packaging. “Since designing Redken Styling’s current silver packaging eight years ago, and taking into consideration the velocity of change in trends and fashions, eight years is a long time, and obviously the time to renovate had arrived.”

Incorporating shoppability, convenience, and fashion-forward style in the new design, Bergman Associates Mpakt employed a new navigational system, a functional new structure, and bold, electric colors for the updated packaging, which was “blessed by L’Oréal CEO Jean Paul Agon on its initial presentation to him,” Bergman shares.

A chic package that pops
Founded in 1960 by American actress Paula Kent and her hairdresser, Jheri Redding, the Redken brand of professional products is sold in salons, spas, beauty supply stores, and beauty product retailers such as ULTA Beauty and Sephora. The brand comprises three lines: hair care, hair color, and styling.

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