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INVISIBLE Hold

HAIR SPRAY REINVENTED

LOCKED-IN STYLE

JDO redesigns compressed hairspray range for Tresemmé

JDO Brand Design & Innovation has been working with Unilever’s haircare brand teams again - this time to deliver a brand new styling innovation which is set to revolutionise the category. Our ground breaking Micro Mist hairspray is an ambitious NPD launch with a bold vision to reinvigorate and reinvent the hairspray world through the introduction of compression technology.

  • Client: Unilever USA
  • Year: 2017
  • Location: USA
  • Categories: 2D, Brand Identity, Innovation, Production
Hairspray is the lowest involvement product in the styling category, with consumers on auto-pilot at shelf. The creative challenge was to deliver new news in a compelling on-brand way with a considerably smaller size pack. The compression technology allows the pack to reduce in size, meaning less materials, less waste and a smaller environmental footprint. Crucially, the smaller pack does not mean it doesn’t last as long - it has exactly the same number of uses. It was important for the Unilever brand team to communicate the eco benefits, as well as the hand bag size convenience - with less graphic real estate to play with to deliver all these messages! It was quite a challenge.
It was critical that Tresemmé's compressed pack packed a bigger punch, delivering both stand out and disruption, whilst at the same time, convincing consumers of its great value, performance and benefits.  
The resulting design is a carefully crafted and detailed solution that delivers a premium, contemporary aesthetic, while leveraging Tresemmé’s established equities to land recognition and navigability. JDO’s iconic ‘C’ device creates a hotspot at shelf, building a visual world for off-pack communications. 
As Tresemmé’s brand guardians for the last decade, we feel incredibly proud of this latest collaboration.
The redesign of both the company’s best selling styling product in a new format, as well as an eco innovation was an amazing task for a brand consultancy to be trusted with. We are really proud of our role in helping Tresemmé become relevant to its discerning consumer base once again, and lead the charge on sustainable packs.
Ben Oates, Executive Creative Director, JDO

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