"The mission was to design a product range sold at hairdresser’s salons and capable of competing with international mega brands both with affordable prices and an image of high quality."
"Hairdresser’s shops usually carry only “professional” product ranges by international brands. These are relatively expensive. The main aim was to get hairdressers to believe that a product from a more affordable price category can be a credible alternative and a welcome one for the customers. To convince hairdressers that this means sales boosts instead of dwindling margins was another challenge.
We first decided not to inspire ourselves from any product range already available on the market but to create our own independent look. We decided to make the age-old truth of the package being a medium into a reality.
There was no need to sell in the product. It was bought right off our hands. An earlier product range of the same price was available in about 1,000 hairdresser's shops while this one made it to over 2,000 shops in a matter of weeks. Sales have tripled in three months."