The Beautiful Hair collection aims to offer consumers a salon-level treatment at home, tapping into the trend for cheaper, at-home treatments that have gained momentum as consumer spending slowed.
Targeting different hair care needs with six ‘regimes’ that include Beautiful Volume and Beautiful Brunette, each product contains shine enhancing technology and is suitable for coloured hair, according to Trevor Sorbie.
In the competitive hair care market, style is as important as functionality when it comes to product packaging as brands aim to stand out on crowded store shelves.
M&H was tasked with updating the Trevor Sorbie ‘badge’ that has featured on previous packaging in order to give it a more contemporary appearance.
The custom moulded HDPE bottles have a chamfered (bevelled) front section on which the silver label was placed. According to the company, a brand new, precision labeling process was developed as tight tolerances meant the labels had to be placed with absolute accuracy.
Orientated flip top caps
The silk screen printed bottles have orientated flip top caps, which ensure the cap faces the same way ever time.
“If a cap is not orientated the cap opening can be in any random position,” M&H spokesperson, Vicki John told CosmeticsDesign-Europe.com
“It was important to Trevor Sorbie that each pack looked the same as this is part of the overall pack design,” she added.
In addition to liaising with Trevor Sorbie design agencies to create the Beautiful Hair Collection, M&H worked with UK Pharmacy chain Boots, which is the exclusive retailer of the brand’s retail range, said John.