colorwonder
new product launch
role
art director • lead designer
objective
launch of a totally new type of hair color, with a new demographic and independent branding. collaborated on branding, campaign design, and photography and videography direction from conception to launch.
channels
Collaborators: SVP Creative, Art Director, Video Editor
Madison Reed has historically focused on permanent hair color, marketed towards women ages 35-65, who are covering gray or graying hair. This market is specific when it comes to product benefits and outcome, and the company spent its first 10 years growing this business, and making a name in the permanent hair color world. But that resulted in alienating a growing market of temporary hair color. Enter colorwonder, demi-permanent hair color you can flirt with.
One of the challenges with the packaging was educating the customer on what the product does, and giving enough to inform decision making without cluttering the package or losing the integrity of the design. The hexagonal design allowed us to include the information needed without adding too much visual chaos to any 1 panel.
Because this product works on every type of hair, we wanted to illustrate that via eye-catching photography instead of just saying it - which meant we had to actually color hair and photograph it in order to produce the packaging in an authentic way. This allowed us to focus on real results, and inclusion of diverse hair types and textures on the packaging.
The Colorwonder launch included an assortment of 16 shades, from natural hair colors to bold and vibrant shades. To go with the youthful positioning of the product, we named the shades in a fun way. During the conceptualization of the photography assets, I came up with the idea to do a series with props that matched back to the shade names, so in addition to the editorial photography we did this series for our predicted top sellers.
Because this was a totally new market, with a totally different target demographic (ages 18+) we wanted to really make this product launch feel fresh and exciting. We pushed the boundaries of our existing branding to include younger model imagery, fresh colors, a new font, youthful messaging and new photography styles.
product launch marketing
"sizzle reel"
instructional "how to use" video
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