CLARITY IN A CONFUSING CATEGORY
In response to an ever-changing hair care market, consumer base and trends, BioInfusion realized a need to completely rethink its hair care line. As women grow more aware of product ingredients and the effects on their health, they are seeking more natural alternatives to restore and renew their hair. But how do you define natural? We partnered up with our pals at MindsView Innovation to gain an exhaustive, in-depth understanding of BioInfusion’s users, its channel and the natural hair care category as a whole through consumer research.
A PRIVATE LABEL CHALLENGE
BioInfusion’s core target was defined as the value shopper willing to trade up and pay a small premium for products she truly believed had added value. Initial research into trends and opportunities showed that hair care was moving away from “science” towards more natural cues and ingredients. Through team collaboration, insight and feedback, BioInfusion was positioned for hair-involved, style-aware women who believe that natural hair care products help “atone” for all of the “unnatural” things they do to their hair. The brand positioning was set. Now we needed to solve the challenge of communication at shelf. We needed to help her understand that BioInfusion is the one natural hair care brand that will make her hair beautiful and healthier because it restores resilience and protects with lower sulfates, strengthening soy proteins and protective grape seed.
BioInfusion’s core target was defined as the value shopper willing to trade up and pay a small premium for products she truly believed had added value. Initial research into trends and opportunities showed that hair care was moving away from “science” towards more natural cues and ingredients. Through team collaboration, insight and feedback, BioInfusion was positioned for hair-involved, style-aware women who believe that natural hair care products help “atone” for all of the “unnatural” things they do to their hair. The brand positioning was set. Now we needed to solve the challenge of communication at shelf. We needed to help her understand that BioInfusion is the one natural hair care brand that will make her hair beautiful and healthier because it restores resilience and protects with lower sulfates, strengthening soy proteins and protective grape seed.
INTRODUCING “MORE NATURAL”
The team worked through rounds of consumer ethnography and audits to identify potential visual territories that could define “look and feel.” Once a direction was decided, the brand identity, structural packaging details and packaging graphics were developed in sync to visually tell BioInfusion’s story. The end solution resulted in a holistic design that reflects an artful balance of natural ingredients and beauty.
The team worked through rounds of consumer ethnography and audits to identify potential visual territories that could define “look and feel.” Once a direction was decided, the brand identity, structural packaging details and packaging graphics were developed in sync to visually tell BioInfusion’s story. The end solution resulted in a holistic design that reflects an artful balance of natural ingredients and beauty.
TRUE PARTNERSHIP
Our team collaborated with the BioInfusion team and its manufacturing partners on every design and packaging detail from bottle color, structure and closure to packaging copy and illustration. The result of our partnership was an easy-to-shop system that addressed the target’s hair care needs and reflected the premium price point. The bottle color creates a clear brand block at shelf, and the design appears to be etched onto the bottle, similar to high-end beauty products. The simple elements create cohesion across the line and provide clear differentiation. BioInfusion is a private label brand sold in one major drug-store chain and online, but it is the subject of over 1,200 product review videos on Youtube.
Our team collaborated with the BioInfusion team and its manufacturing partners on every design and packaging detail from bottle color, structure and closure to packaging copy and illustration. The result of our partnership was an easy-to-shop system that addressed the target’s hair care needs and reflected the premium price point. The bottle color creates a clear brand block at shelf, and the design appears to be etched onto the bottle, similar to high-end beauty products. The simple elements create cohesion across the line and provide clear differentiation. BioInfusion is a private label brand sold in one major drug-store chain and online, but it is the subject of over 1,200 product review videos on Youtube.
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