L’Oreal’s professional products (shampoos, conditioners, masques and treatments) have been literally flipped over in sophisticated pearlescent-toned, multi-tasking bottles designed to reflect their 100 percent vegan formulation and sustainable packaging.

The creative brief presented a few unique challenges: Give the brand, whose original structure was inspired by classic olive oil bottles that had not been redesigned since its purchase by L’Oreal, a modern, upscale look cool enough to be sold at Paris-based Colette. And, correct a structural design flaw of the thin-necked bottle that prevented the popular flash-foam effect of dispensing the product. L’Oreal also wanted the new bottle to have an organic form and to look different from all other salon products.

The redesign, by New York design firm Bergman Associates/Mpakt, consists of a pair of sensuously-curved bottle designs (one sits on its cap the other on its base) manufactured from a single mold that appear to embrace on shelf. The packaging is decidedly feminine yet highly functional, with a wider neck and a flip-top cap for easy one-handed use. Finally, the original Pureology logotype was modified and modernized (with a pearlescent palette) and moved to the edge of the bottle.
Credits: bergassociates.com
| www.pureology.com

Communication Arts

// From our friends at Communication Arts

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