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Schwarzkopf Tone Supreme was launched in 2019. It is specialized for mature woman with grey hairs. Especially for those who are afraid that hair coloring looks too artificial with the years.

The Challange
Launching a coloration packaging design which reflects the lifestyle of the modern mature woman, who is interested in a clean appearance. And therfore, she is looking for a truly natural looking color touch.

– Differentiate design from existing coloration standards
– Visualize new gradual toning & gentleness for hair and scalp
– Address mature women with grey or white hair who want a natural color result

Our Work
Certainly, it was most important to catch the attention of the modern consumer 50+ with a modern design approach. So the design should present new vitality and refreshed lifestyle of the elderly.
For Tone Supreme we developed a totally new model approach communicating the enjoyment of life.

In addition, the color code consists of white, light ash tones and rose gold. And in combination with noble marble structures and a color touch of purple, the design creates a premium appearance of lightness and transparency. This captures the main benefits of Tone Supreme and empowers the RTB, which is discreet, light and gentle. Besides, the intense but yet sophisticated purple color creates the strong contrast that is needed within the coloration shelf. So, it offers modernity in a pale shelf section of grey covering products.

In conclusion, the clear design structure offers modern simpleness and clarity for the elderly consumer.

 

Tone Supreme Mineral-Collagen and step by step visuals

Icon developement for folding box of Tone Supreme

Tone Supreme Launch Model and Logo

Modelapproach shooted for Schwarzkopf’s new coloration Tone Supreme

www.schwarzkopf.de/tone-supreme

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