Enhancing Revlon’s product-market fit within the Indian hair-color segment
CLIENT
Revlon India
ROLE
Director, Brand & Design
TYPE
Packaging Design, Category Decode
AGENCY
Elephant Design
CHALLENGE
Pivoting from their established reputation in lipsticks, Revlon wanted to recruit women aged 30-40 in the competitive hair-colour category. In India, the Revlon brand image lacked modernity and failed to address customer apprehensions regarding chemicals and hair health. The refreshed packaging needed to capture customer attention on shelf and position Colour N Care as a superior choice.
STRATEGY
Pivoting from their established reputation in lipsticks, Revlon wanted to recruit women aged 30-40 in the competitive hair-colour category. In India, the Revlon brand image lacked modernity and failed to address customer apprehensions regarding chemicals and hair health. The refreshed packaging needed to capture customer attention on shelf and position Colour N Care as a superior choice.
DESIGN
Pivoting from their established reputation in lipsticks, Revlon wanted to recruit women aged 30-40 in the competitive hair-colour category. In India, the Revlon brand image lacked modernity and failed to address customer apprehensions regarding chemicals and hair health. The refreshed packaging needed to capture customer attention on shelf and position Colour N Care as a superior choice.