Moving from a more formal hair care regime to encourage a mix-and-match approach for customers, the whole range is imbued with a sense of fun and humour, echoing the personality of the popular hairdresser whose name it carries. The products are named according to the benefits they bring, but the naming is done in a slightly tongue-in-cheek fashion.
Packaging the range to reflect this approach, M&H Plastics, part of the RPC Group of companies, provided a range of strong colors and decoration to attract the Sainsbury shopper. The finished product was developed and filled by Laleham Health & Beauty.
Phil Smith Haircare Commercial Director Katie Swan sums up the project this way: “We worked with the M&H team for a couple of years to bring this new style to market, and their input has been very beneficial. Not only are the products increasing in popularity, but the amount of coverage we are getting in the press is testament to both a quality product and its presentation. Details like providing the correct level of shine on the bottles and the quality of the printing enable us to go to market with confidence.”