Don't call it a comeback
A dominant 80s brand introduces new packaging
The challenge: In this highly competitive market, Finesse enjoyed its heyday in the 1980s, but its brand identity and packaging had lost relevance with the modern consumer. A makeover was in order.
The goal: Lornamead partnered with Little Big Brands to evolve the design. “We were given the assignment to increase shelf impact for the brand while solving some substantial challenges the original design represented,” says John Nunziato, creative director, Little Big Brands. “The previous package was difficult and costly to print. Simplifying graphics and using techniques to enhance each substrate was key to giving Finesse a vibrant, upscale look.”
The solution: A new structure, which is larger at the shoulder and base, takes cues from the popular Finesse of the 80s. Unlike the original system, however, the conditioner is now flipped to nest with the shampoo. The move to a custom structure helped add character and personality to the brand, says Karen Murabito, group brand director, Lornamead.
The results: The new design has just hit shelves and has been enthusiastically received by retailers. Murabito reports that a major chain drug customer that reset its haircare shelves with the new Finesse design in January, has reported a 30 percent increase in unit movement. BP
Jennifer Acevedo is the editor-in-chief of BRANDPACKAGING. Contact Jennifer at email@example.com.