UK – Unilever has expanded its Dove hair care portfolio to include a new range of premium oil treatments, and launched a simple and elegant packaging design to highlight the richness of the product range.
UK design agency JDO Brand Design & Innovation worked with Unilever on the Dove hair care portfolio expansion, which comprises two variants; a rejuvenating treatment with Anatolian Pomegranate seed oil for age depleted hair and a nourishing treatment with African Macadamia oil for all hair types.
Delivering a premium hair treatment experience for consumers, the Dove new products feature a unique blend of natural oil ingredients nourish and revitalise hair.
JDO’s challenge was to create a design that balanced the Dove brand values of care and simplicity along with the richness of the new range. To evoke premium beauty cues, the packaging design is simple and elegant, using delicate illustrations and finishes.
Tim Jebb, principal and founder of JDO, said, “We were tasked with creating beautiful and engaging designs in keeping with and building on Dove Hair’s brand equities. The use of gold on both the bottle and the carton give the products a glamorous, luxurious feel.
“The little bit of magic comes from the oil illustration which can be seen reflected through the rich liquid as though it is enveloping the bottle.”
Renato Rossi, Global Brand Director, Dove Hair Luxury at Unilever said, “Oils continue to explode in popularity in the market. We wanted to tap into this trend and provide consumers with oil treatment products through the much, loved Dove brand. JDO’s new designs mean that we can expand the Dove range and create a step change in oil treatments for the hair care market.”