Pureology Announces Brand Transformation
Pureology Serious Colour Care products are relied upon by colorists and clients alike for the brand’s color extending properties. The launch of ColourStylist introduced an array of styling and finishing products, and currently Pureology is embarking on a packaging evolution for its hair care line that will give the brand a whole new image.
Karen Fuss-Zipp, vice president and general manager of Pureology, recently spoke with Modern Salon’s Jan Hillenmeyer about the brand’s transformation that has been a carefully guarded secret until hitting salons early this year.
MODERN SALON: TELL US WHAT WE CAN EXPECT TO SEE WITH THE NEW PUREOLOGY IMAGE?
KAREN Fuss-Zipp: We are very excited about this whole transformation of Pureology. It’s the first major packaging change in 10 years. The shampoos and conditioners are first to get the new look with completely redesigned bottles made of new materials. They will arrive in salons this month and as new hair care products are introduced, they will be incorporated into the new packaging in a year-long rollout of this beautiful new look.
The shampoo and conditioner bottles are ergonomically designed to fit comfortably in the hand and the new designer look will make a big impression on salon and store shelves and in the client’s shower. The two bottles are a terrific fit and will work well together in space-saving merchandising displays. The new design also means easier dispensing. We have gotten complaints from professionals and consumers alike that it is difficult to get all of the product out of the bottle. Now, stylists and clients will be able to get every last drop from the 8.5-ouonce bottles and will get the full 70 applications contained in each. A very unique feature for this packaging is that the shampoo bottles have the traditional cap on the top and the conditioner cap is on the bottom.
We are also going to get attention with our new advertising and merchandising materials that will really reflect Pureology’s’ core commitment to caring for color treated hair. We have some beautiful new model imagery showcasing gorgeous hair color.
MS: DOES THE NEW PACKAGING REFLECT ANY OTHER CHANGES AT PUREOLOGY?
KFZ: The new look isn’t all about design. This transformation also supports Pureology’s environmental initiatives. As part of our green efforts, the packaging is made of materials that are 50 percent post-consumer and are 100 percent recyclable.
Pureology is also committed to the sustainability of resources and we are constantly looking for ways to improve the manufacturing process and reduce waste. For example, considering the critical shortage of clean water around the world, the company has found a way to use far less water in the production of the new packaging. The shampoo bottles use 39 percent less water and conditioner bottles use 37 percent less—a very substantial saving of this resource.
MS: WHAT WILL WE CONTINUE TO RECOGNIZE ABOUT THE PUREOLOGY BRAND?
KFZ: With all the changes we are making, we want professionals and consumers to know that some very important things have not changed. Our formulas are still the same, so the Pureology that people love is still there—still vegan, still dedicated to color care formulas and still carrying the longer-lasting color guarantee.
We have expanded Pureology with the launch of ColourStylist styling and finishing products and will continue to bring out new products like Supreme Control Hairspray and some styling items in the texture category. ColourStylist is a fun line for the stylist to have right at their fingertips in the salon and to help them continue to support Pureology’s hair color protection mission, start to finish.
Our message is ”If you love your hair color, choose no other.”
MS: HOW ARE YOU GETTING THE NEWS OUT TO SALONS?
KFZ: We will continue our distribution through SalonCentric and we are working on a sampling program for salons with introductory deals and new user kits. We will have programs to bring the Pureology news to salons that do not currently carry the brand, and we are especially targeting our Redken salons since Pureology Color Care is a perfect complement to Redken color.
Of course, we are also planning a very exciting and extensive social media and Facebook campaign. We want everyone to know what is new and what is still the same at Pureology.