In 2021 Schwarzkopf relaunched the new Extra Care range for China, developed with baries design.
With over 70 years of expert hair experience, Extra Care stands for targeted formulas for all hair types that repair the hair strand from inside and outside to ensure healthy and resistant hair. Customers are offered smart hair solutions thanks to the latest technologies that combine the best of science and nature for healthy, resilient hair and an outstanding performance.
When designing the Extra Care series, we had to consider that hair care experts are driven by Schwarzkopf’s salon image, which means that the product should be perceived as professional, high-quality and innovative. Therefore, when designing the Extra Care range it was important to visually reinterpret the significant circular icon. Instead of a closed circle, we opted for an open circle that conveys a sense of lightness and movement. Thus, the respective natural ingredient is surrounded by swooshing water, oil or cream. In combination with the small graphical icon of the ‘Bio restore complex’, the overall impression is innovative and of high quality. The icon itself should reflect the combination of technology and natural ingredients and symbiotically form a unity.
Furthermore, when designing the 3D shape of the bottle we tried to take the characteristic wavy shoulder of the old bottle into consideration and reinterpreted it in a more feminine and delicate way. The bottle is slimmer and gives an impression of elegance and high quality. Additionally, the bottle caps were replaced by pump dispensers which stress the selective approach. Together with the icon, the overall appearance is harmonious.
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