New Look for the New Year

Popular cosmetics and beauty brand, L’Oreal, recently redesigned its on-shelf bottles for its Pureology brand professional hair products. L’Oreal has a strong understanding that package design is crucial to the success of a beauty brand.The brand hopes to combine sustainable packaging with the professional, sleek looks expected in the beauty industry.

The Pureology brand professional products features shampoos, conditioners, masques, and treatments. The brand has not been redesigned since being bought by L’Oreal in May 2007, so the French brand based in Paris decided it was time for a new, modern, and fashionable look.

The brand professional products have been literally flipped over on-shelf and are contained in pearlescent toned, multi-tasking bottles in order to reflect their 100 percent vegan formulation and sustainable packaging.

The Pureology redesign, by Robert Bergman, the founder of Mpact and former L’Oreal creative director, takes the form of a curved set of bottle designs that are manufactured from a single mold. Bergman has a rather simple philosophy for when it comes to package design.

“No matter what a brand’s tone or message, a package must always be stunningly beautiful,” he says. Bergman, whose appreciation for beautiful aesthetics came from working in fashion, says, “Image and status are so important in fashion and beauty, so package design is especially crucial to the success of a beauty brand.

The creative brief for the package redesign presented two challenges to the team
1. Give the brand, whose original structure was inspired by classic olive oil bottles, and had not been redesigned since its purchase by L’Oreal, a modern, upscale look cool enough to be sold at Colette, in Paris
2. Correct a structural design flaw in which the thin-necked bottle prevented the popular flash-foam effect of the luxuriously viscous liquid.

“L’Oreal wanted the new Pureology bottle to appear organic and natural in form, while looking different from all other salon products. Toward that goal, Bergman made dozens of exploratory sketches before rendering the finalists in 3D. “If there is a name for that bottle shape, I would call it ‘organically professional,'” said Bergman. “I’m constantly aware of masculine and feminine package design cues; Pureology is definitely feminine, yet highly functional with its wider neck and flip-top cap allowing for easy one-handed use in the shower.”

“It’s a complete redesign, from shape, to color to graphics, and it has to appeal to current Pureology users while attracting new customers so every nuance must be carefully considered to achieve the brand’s growth goals.”