In early 2020, Schwarzkopf Brillance launched their new line extension Gloss Hypnotics. It‘s a Level 3 coloration with an additional, temporary sparkling booster, visualized by baries design.
Based on the Brillance baseline packaging design we should create a visualization for the new feature from Brillance Gloss Hypnotics. The focus should be on the communication of the permanent result on one side and the temporary glittering effect on the other side. This special effect of the additional sparkling booster fades after one hair wash.
To draw attention to the essential innovation, we changed the box, icon visualization and the area on the right side. This allowed us to stay in the architecture of the baseline packaging design.
Instead of the red diamond structure in the lower box section we chose the specific hair color with glittering structure. By retaining the box structure, the line extension remains connected to the baseline.
The icon now contains not only a diamond, but also an illustration of the gloss booster tube and declares the two results. The area above the icon was changed the most. It distinguishes the product from the baseline. On the left side of the vertical line the shiny hair color result is displayed and on the right side the additional glitter effect of the sparkling booster is indicated. These two results are supplemented by textual explanations.
Schwarzkopf Brillance Gloss Hypnotics on the web: Explore the sparkling booster