L’Oreal’s Pureology range is set for a facelift, with the company announcing it has redesigned the bottles to ensure a modern, fashionable look for its sustainable packaging.
The packaging for the range of shampoos, conditioners, masques and treatments are pearlescent toned and reflect their 100 per cent vegan formulation, according to CosmeticsDesign.
The bottles have been designed by L’Oréal’s former creative director and current founder of packaging company Mpakt, Robert Bergman.
L’Oréal wanted the new Pureology bottle to appear organic and natural in form, while looking different from all other salon products,” says Bergman.
It’s a complete redesign, from shape, to colour 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.”
The Pureology brand had previously not gone through a redesign since being purchased by L’Oréal in May 2007.