Herbal Essences Receives Packaging Makeover

15 Sep 2011

Herbal Essences, the popular hair care brand from P&G, is restaging its entire portfolio this month. The range will benefit from a formula upgrade and a packaging makeover with eye catching new artwork, all supported by a comprehensive media support package. The Herbal Essences shampoo and conditioner formula has been upgraded with water activated silkening ingredients to ensure that consumers are left with silky hair. The cleverly created formula is designed to react once water hits it, helping to deliver conditioning benefits to the hair where it is most needed. Consumers can gain the best results from using both the shampoo and conditioner, helping give silky soft hair with targeted benefits. The new look Herbal Essences packaging will focus on compelling visuals of the natural ingredients that are featured within each SKU, reminding consumers of the contents in each bottle and increasing stand-out on shelf. The packaging refresh will run across all SKUs apart from the intensives and will see the Hello Hydration, Dazzling Shine, Seductively Straight, Beautiful Ends, Ignite my Color, Smooth & Soft, Uplifting Volume, It’s a Curl Thing, Breakage Defender and Fresh Balance collections all receiving an exciting new look and feel. The brand has also upgraded key ingredients in a number of SKUs to ensure that the most effective formula containing natural extracts is delivered to consumers. Dazzling Shine will contain Shimmery Pearl & Rose extracts, It’s a Curl Thing will contain Wild Cherry and Orchid Extracts and Ignite my Color will contain Moroccan Rose and Passion Fruit Extracts.

The formula upgrade will also benefit from a fragrance optimization programmer that will ensure consumers can really smell the difference after washing their hair. Enhancing multi sensorial touch points, the restage will offer a more complete experience to consumers, resulting in the renowned unique scents and silky soft hair that Herbal Essences provides. The range will be supported on TV until December 2011 with an exciting new creative that focuses on the silkening properties and natural ingredients of the range as well as highlighting the brands great new look. Paul Lettice, Head of Trade Communications at P&G, said: “The Herbal Essences restage will once again push the brand to the front of consumers’ minds and deliver real stand-out in-store. The new water activated formula and look and feel of the product will help the brand excite existing consumers as well as encourage trial and purchase from new shoppers. “Restaging the collection’s packaging to reflect the natural credentials of Herbal Essences will help the brand to tap into the growing trend of consumers looking for products with natural links. With the restage being supported with a heavyweight media campaign, retailers should use Herbal Essences as the sign post of the hair care category and stock up to maximize sales.”

Source: Herbal Essences