Unilever have joined forces with JDO Brand Design & Innovation to produce a new packaging design for haircare brand, CLEAR, for its launch this month into North America.
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Clear’s roots began as a local jewel and has now turned into a €1bn global brand within a decade, led by Global Brand Director Francois Renard.
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CLEAR positions itself as a Scalp & Hair Beauty Therapy brand for men and women. It will launch into America’s fiercely competitive haircare sector competing with existing brands, and creating a new Scalp & Hair sector. Scalp is the foundation of strong beautiful hair, and for the first time, Clear offers consumers the chance to work at “the right end of hair”. CLEAR carves a gentler, more premium, ‘beauty from within’ positioning. It contains an advanced moisture complex of vitamins and nutrients to feed the scalp to leave hair beautiful and strong.
“JDO have managed to capture the spirit of Clear, and create stunning pack designs for the US market which dial up the scalp and hair care therapy cues that we know our American audience responds to. This is masstige haircare at its most sophisticated and best.” Francois Renard
The new brand launch will be backed by an advertising, promotion, and digital campaign which is led by the celebrity A-lister Heidi Klum, an inspiring and admired personality in the US, renowned for her success, her beauty and fashion expertise, and respected for her views.
The new salon-inspired design embodies nourishing scalp therapy in a beautiful minimalist style. A unique metallic-lilac base colour for the Women’s range and gunmetal teal for the Men’s keeps the brand relevant to its target audience. There is also a multi-cultural Shea range in creamy gold. Consumers can navigate through the extensive 14 variant range with the help of tonally-aligned brightly-coloured variant bars. A silver hot foil nourishing drop icon at the bottom of the female pack communicates the ingredients story, giving consumers a solid reason to believe.
“The new presentation for Clear US builds on the brand’s global equities with a fresher, more premium feel, and importantly, made more appealing for our American audience,” says Ben Oates, JDO’s Creative Director. “Clear US doesn’t play by the typical American haircare category rules, it plays by style and beauty rules and that’s a unique and inspirational positioning to leverage.”
For more information, visit www.jdouk.com