Package to be a catalyst to potential markets
Maximize the product’s unique features
Among the large market for hair color, color rinse is a category that is expected to grow further in the future. Compared to hair color, color rinse has the advantage of being easy to use, with both treatment and hair-dyeing power, but until now it had the disadvantage of having weak hair-dyeing power and dirty hands, which has been a challenge for market expansion.The new product is a next-generation color rinse with a brush that can be used to easily dye hair with hair coloring power. As a catalyst for the potential market, it was essential to dispel the conventional image of color rinse and maximize the appeal of the product to consumers, such as “5 times more hair dye” and “amazing dyeability in just one application.We took on the challenge of creating a package that would retain the world view of the LUCIDO brand, which has been loved for many years, while also taking on the challenge of being a next-generation product.
Black-based package design
In order to best express the characteristics of the “Color Rinse,” we sought an idea based on the color black. Unlike color-based products, black packaging tends to blend in with shelf shadows in stores, and there is a risk of being overlooked by consumers. We needed to find a way to avoid this risk and get consumers to pick up the product. The tube itself was kept simple, and promotional and attention points were efficiently laid out on the outer box. We aimed for an attractive design with depth, using black as the base color, while incorporating a sense of luxury and quality with gold and high-quality product shots.
Credit
Creative Director Kan Yasuma / Art Director Akira Inoue / Designer Yusuke Kanai
