Pureology Relaunched in Bottles with No-Label Look

Published: January 27, 2012

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

The Pureology redesign takes the form of a sensuously curved, innovative set of bottle designs (one sits on its cap the other on its base), which are manufactured from a single mold and appear to embrace on shelf.

The bottles are made with 50% post consumer recycled material, an FDA-approved (food grade) HDPE. They feature a no-label-look label that is offset printed in six custom colors.

Robert Bergman, founder of Mpakt and former L'Oreal creative director, redesigned the packaging. “It’s a complete redesign, from shape, to color to graphics,” said Bergman, “and it has to appeal to current Pureology users while attracting new customers so every nuance must be carefully considered to achieve the brand’s growth goals.”