Catching the attention of consumers walking down a crowded hair care aisle, filled with several dozen unique brands, can become quite the challenge. With only seconds to spare, brands have to do all they can to stand out and make a connection. Understanding this challenge, Unilever partnered with CROWN Aerosol Packaging North America, a business unit of Crown Holdings Inc., to introduced their new TRESemmé Expert Selection premium hair spray line. The new line was created to appeal to a variety of hair types, styles and consumers of all ages with salon-quality formulas in offerings under Platinum Strength, Youth Boost, Perfectly (un)Done and Keratin Smooth ranges.
“The hair care market has seen positive, consistent growth every year, and by 2018, it is expected to reach over $12 billion in sales, with premium brands responsible for a large percentage of that growth,” Melissa Quintana, marketing manager, CROWN Aerosol Packaging North American explains. “Consumers are after ‘salon hair’ without actually having to make multiple trips to the salon. Brands like TRESemmé are vital in providing consumers with premium products at home.”
CROWN provided Unilever with two features to maximize the introduction of the TRESemmé Expert Selection hairspray line. The first was utilizing a new can size that was different from previous TRESemmé hairspray cans. The 52mm diameter can not only provides a modern, sleek look, but is also a unique size compared to similar brands in this market. In addition, Unilever worked with CROWN’s Midwest Graphics Lithography Center to develop a super matte varnish and paired it with segmented high-gloss highlights — a concept not commonly seen in three-piece aerosol can printing, the company reports. The unique finish, combined with the new height, is designed as attractive and to entice consumers to pick up the can and feel it for themselves.