Dove to launch Advanced Hair Series in UK following US debut
The Dove Hair team has engaged JDO Brand Design & Innovation to design a more premium format and pack design for the launch of the ‘Dove Advanced Hair Series’ in the UK following its US debut earlier this year.
Positioned as a premium tier of products sitting above the core Dove hair care range, the new collection boasts advanced weightless formulas that combine luxurious ingredients, top end fragrances and packaging.
In contrast to the US launch, the European push secures a move of format with the products available in more premium and contemporary tube packaging.
Tim Jebb, principal and founder of JDO, commented: “The premium look of the metallic ink together with the opacity of the pure clean white associated with the Dove Hair brand creates a clear point of difference for the range. We were able to use our specialist knowledge and understanding to bridge the gap between our design vision and the technical challenges of the project.”
Each colour and hue used on the packs has been considered and developed to underpin and communicate a specific need state/benefit. Colour-inspired transparent caps have also been introduced across the three launch products – Oxygen Moisture, Youthful Vitality and Pure Care Dry Oil.
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