Documentation of L'Oreal shampoo rebranding

L’ORÉAL Rebranding

Packaging Design Documentation

Padmaja Amin PG VC 3

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Content

01. Design Brief...............................................................................................05 02. Information Collection...............................................................07 03. Analysis............................................................................................................08 04. Case Study..................................................................................................10 05. Conceptualization.............................................................................15 06. Label Design.............................................................................................23 07. Final Prototype.....................................................................................29

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Phase 1

Abstract

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Design Brief

The Problem Statement: We were asked to select a product from chocolates, shampoo, juice, light bulb and underwear. From the above products we had to select a product and repackage it by changing the form of the package along with the surface graphics.

Project Brief: My product is a shampoo, specifically L’ORÉAL Hair spa shampoo. I will be repackaging the shampoo bottle in a more environment friendly way.

As we can see that one day the plastics will cause a world wide mayhem if not acted soon upon. So this will be my main focus in the repackaging, making it environment friendly and safe for our Earth.

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Phase 2

Research and Analysis

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Information Collection

The plastic problem While plastic has many valuable uses, we have become addicted to single-use or disposable plastic with severe environmental consequences. From the 1950s to the 70s, only a small amount of plastic was produced, so the plastic waste was somehow manageable. By the 1990s, the plastic waste generation had more than tripled in two decades, following a similar rise in its production. In the early 2000s, the output of plastic waste rose more in a single decade than it had in the previous 40 years.

Today we produce about 300 million tonnes of plastic waste every year, which is almost equivalent to the weight of the entire human population.

About 60% of that plastic has ended up in either a landfill or the natural environment. More than 99% of plastics are produced from chemicals derived from oil, natural gas and coal all of which are dirty, non-renewable resources. Only 9% of all plastic waste ever produced has been recycled. About 12% has been incinerated, while the rest 79% has accumulated in landfills, dumps or the natural environment. A staggering 8 million tonnes of plastic end up in the world’s oceans every year.

If current trends continue, our oceans could contain more plastic than fish by 2050.

image courtesy: www.sustainablebrands.com

image courtesy: www.zerowastage.org

Rampant Plastic Wastage

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Analysis

Few possible solutions for curbing the wastage

Refillable shampoo bottles

Refill stations for shampoo bottles

Shampoo bars

Refill pouches for shampoo bottles

Bottles from environmental friendly material

Refillable stations

Refillable shampoo bottles 8

Shampoo bars

Bottles from environment friendly material

Refined Brief

To repackage the L’ORÉAL Hair spa shampoo using a material which is more environment friendly. Using that material and still not losing the elegant experience given to the users will also be another focus point.

Brand: L’ORÉAL Product Name: Hair Spa Detoxifying Shampoo Quantity: 230ml Price: Rs 480 Shelf-life: 36 months

Original bottle

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Case study

Seed Phytonutrients

Revolutionary shower-friendly paper bottles are made of 100% postconsumer recycled paper with a post-consumer recycled plastic liner, resulting in 60% less plastic than a traditional bottle.

The paper bottles are treated with a blend of minerals extracted from clay to make them completely showerfriendly.

Analysis of shampoo bottle

Paper that will be turned into Seed Phytonutrients bottles 10

Specially designed molds transform a fibrous paste into the sturdy paper packaging

By adding a combination of earth minerals, they created a water-resistant paper bottle that could stand up to the pressures of a shower. The interior liner (made with food-grade recycled plastic) is 60 percent thinner than typical plastic bottles.

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The packaging had to be recyclable and compostable—that meant glue was out.

It also had to withstand a hot shower environment—when an uncoated paper container gets wet, it becomes soggy and falls apart, especially when shampoo suds further weaken the structure. And to reduce waste, the plastic pouch needed to be thinner than any other on the market.

Other products using recycled material

360 Paper Bottle- Recycled and moulded paper water bottles

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Birch- Natural wooden water bottle

Paperboy - Paper wine bottle 13

Phase 3

Design Solution

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Conceptualization

Inspirations

Architecture

Trees

Dresses

Chairs

Initial sketches

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Rough selected concept

Variations of the concept

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Final Refinements

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3d Model generation

Different stages of bottle development

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Shampoo bottle while not in use

Shampoo bottle while in use

Shampoo bottle along with material

Dimensions of the bottle

Height : 18.25 cm Length : 7 cm (max length) Thickness : 4.5 cm (max thickness) Volume : 320 ml 21

Different views of the bottle

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Label Design

Information to be included on the label

Company logo

Ingredients of the shampoo

Product name

Manufacturing address, contact information

Product tagline

MRP, batch no., packed on, best before

Volume of the bottle

Barcode

Instructions for use

Typography of the label

Deep nourishing shampoo

Hair Spa

A spa like experience at home With Water Lily and Prokeratin

Main product name

Other information

Typeface: Ke Aloha Weight: Regular

Typeface: Lato Weight: Bold Italic, Italic, Regular

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Color variations

Since the bottle’s material gives it a environment friendly feeling, the sofisticated and elegant nature of the brand might be lost in the same. Below are the color palette variations which would help retain the elegance and luxurious feel.

Color Palette 1

Color Palette 2

Color Palette 3

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Pattern variations

The patterns are variations of a combination of floral and geometric theme.

These help the product enhance the feel of luxury, sofistication and elegance.

Creating a product lineup

Product 1

Product 2

Deep nourishing shampoo A spa like experience at home With Water Lily and Prokeratin

Absolute Repair shampoo A spa like experience at home With Lipidium and Prokeratin

Product 3 Color Protection shampoo A spa like experience at home With Vitamino Color A-OX 25

Deep Nourshing Shampoo

Color Palette

Pattern ess hat the ottle is made o Recycled compostable paper pulp with proprietary minerals to make it waterproof.

Easy on the Earth and hard in the showers.

Hair spa shampoo enriched with Pro-Keratin complex Keratinoil Complex n tr protect n and ater l : Hair appears fri -free for up to 4 days . To use : Spread evenly through wet scalp. Rinse thoroughly. Repeat the process if necessary. In case of contact with eyes, rinse them immediately. Hair Spa is committed to helping the environment. Redesigned bottle, recycled pulp, plastic liner inside, plastic cap.

INGREDIENTS: AQUA / WATER, SODIUM COCOYL ISETHIONATE, SODIUM LAURYL SULFOACETATE, DISODIUM LAURETH SULFOSUCCINATE, SODIUM LAUROYL SAROOSINATE, COCAMIDOPROPYL BETAINE, GLYCOL DISTEARATE, C11 - 15 PARETH -7, C12-12 PARETH-23, C12-13 PARETH-3, DECYL GLUCOSIDE, TOCOPHEROL, HYDROGENATED COCONUT ACID, SODIUM CHLORIDE, SODIUM ISETHIONATE, SODIUM BENZOATE, SODIUM HYDROXIDE, PHENOXYETHANOL, PPG-5-CETETH-20, PEG-55 PROPYLENE GLYCOL OLEATE, TRIDECETH-12, POLYQUATERNIUM-7, POLYQUATERNIUM-10, LIMONENE, BENZOIC ACID, BENZOPHENONE-4, BENZYL SALIOYLATE, LINALOOL, BENZYL ALCOHOL, JUNIPERUS COMMUNIS OIL/ JUNIPERUS COMMUNUNIS FRUIT OIL, AMODIMETHICONE, PROPYLENE GLYCOL, CARBOMBER, ROSMARINUS OFFICINALIS LEAF OIL,/ ROSEMARY LEAG OIL, METHYLPARABEN, METHYLCHLOROISOTHAIZOLINONE, METHYLISOTHIAZOLINONE, CITRIC ACID, LAURETH-9, I INYLDIMETHICONE/DIMETHICONE COPOLYMER, HEXYL CINNAMAL, GLYCERETH-26 GLYCERIN, PARUM/ FRAGRANCE. F.I.L C501147

Hair Spa ee no rishin sha

oo

Mfd. by: L’ORÉAL India Pvt. Ltd. Chakan, Pune - 410 501.

M.Lic. No.: MPD/C-44.

L’ORÉAL India Pvt. Ltd., A-Wing, 8th Floor, Marathon Futurex, N.M. Joshi Marg, Lower Parel, Mumbai- 400013 3605054263493 Any questions/ complaints?

Call or Write: Consumer Use before 36 months of pkd. date Batch No.: Pkd. on:

Tel: 1800 22 4247 MRP (Incl. of all taxes): Email us:LP.India@loreal.com Net Content:

A spa like experience at home With Water Lily and Prokeratin

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B527421C 25-11/2018 Rs. 680 320 ml

Absolute Repair Shampoo

Color Palette

Pattern Guess what the bottle is made of?

Recycled compostable paper pulp with proprietary minerals to make it waterproof.

Easy on the Earth and hard in the showers.

Hair spa shampoo enriched with Pro-Keratin complex Keratinoil Complex n tr protect n and p d m: Hair appears fri -free for up to 4 days . To use : Spread evenly through wet scalp. Rinse thoroughly. Repeat the process if necessary. In case of contact with eyes, rinse them immediately. Hair Spa is committed to helping the environment. Redesigned bottle, recycled pulp, plastic liner inside, plastic cap.

INGREDIENTS: AQUA / WATER, SODIUM COCOYL ISETHIONATE, SODIUM LAURYL SULFOACETATE, DISODIUM LAURETH SULFOSUCCINATE, SODIUM LAUROYL SAROOSINATE, COCAMIDOPROPYL BETAINE, GLYCOL DISTEARATE, C11 - 15 PARETH -7, C12-12 PARETH-23, C12-13 PARETH-3, DECYL GLUCOSIDE, TOCOPHEROL, HYDROGENATED COCONUT ACID, SODIUM CHLORIDE, SODIUM ISETHIONATE, SODIUM BENZOATE, SODIUM HYDROXIDE, PHENOXYETHANOL, PPG-5-CETETH-20, PEG-55 PROPYLENE GLYCOL OLEATE, TRIDECETH-12, POLYQUATERNIUM-7, POLYQUATERNIUM-10, LIMONENE, BENZOIC ACID, BENZOPHENONE-4, BENZYL SALIOYLATE, LINALOOL, BENZYL ALCOHOL, JUNIPERUS COMMUNIS OIL/ JUNIPERUS COMMUNUNIS FRUIT OIL, AMODIMETHICONE, PROPYLENE GLYCOL, CARBOMBER, ROSMARINUS OFFICINALIS LEAF OIL,/ ROSEMARY LEAG OIL, METHYLPARABEN, METHYLCHLOROISOTHAIZOLINONE, METHYLISOTHIAZOLINONE, CITRIC ACID, LAURETH-9, I INYLDIMETHICONE/DIMETHICONE COPOLYMER, HEXYL CINNAMAL, GLYCERETH-26 GLYCERIN, PARUM/ FRAGRANCE. F.I.L C501147

Hair Spa Absolute Repair shampoo

Mfd. by: L’ORÉAL India Pvt. Ltd. Chakan, Pune - 410 501.

M.Lic. No.: MPD/C-44.

L’ORÉAL India Pvt. Ltd., A-Wing, 8th Floor, Marathon Futurex, N.M. Joshi Marg, Lower Parel, Mumbai- 400013 3605054263493 Any questions/ complaints?

Call or Write: Consumer Use before 36 months of pkd. date Batch No.: Pkd. on:

Tel: 1800 22 4247 MRP (Incl. of all taxes): Email us:LP.India@loreal.com Net Content:

A spa like experience at home With Lipidium and Prokeratin 320 ml

}

B527421C 25-11/2018 Rs. 680 320 ml

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Color Protection Shampoo

Color Palette

Pattern ess hat the ottle is ma e o Recycled compostable paper pulp with proprietary minerals to make it waterproof.

as on the arth an har in the sho ers Hair spa shampoo enriched with Pro-Keratin complex Keratinoil Complex,nutri Vitamino Color A-OX air appears fri -free for up to 4 days . To use : pread evenly through wet scalp. Rinse thoroughly. Repeat the process if necessary. In case of contact with eyes, rinse them immediately. air pa is committed to helping the environment. Redesigned bottle, recycled pulp, plastic liner inside, plastic cap.

INGREDIENTS: A A / WATER, ODI M COCO L I ET IONA TE, ODI M LA R L LF OACETATE, DI ODI M LA RET LFO CCINA TE, ODI M LA R O L AROO INATE, COCAMIDOPROP L ETAINE, L COL DI TEARATE, C11 - 15 PARET -7, C12-12 PARET -23, C12-13 PARET -3, DEC L L CO IDE, TOCOP E ROL, DRO ENA TED COCON T ACID, ODI M C L ORIDE, ODI M I ET ION ATE, ODI M EN OATE, ODI M DR O IDE, P EN O ET ANO L, PP -5-CETET -20, PE -55 PROP LENE L COL OLEATE, TRIDECET -12, POL A TERNI M-7, POL A TERNI M-10, LIMONENE, EN OIC ACID, EN OP ENONE-4, EN L ALIO LATE, LINALOOL, EN L ALCO OL , J NIPE R COMM NI OIL/ J NIPER COMM N NI FR IT OIL, AMODIMET ICONE, PROP LENE L COL, CAR OM ER, RO MARIN OFFICINALI LEAF OIL,/ RO EMAR LEA OIL, MET L PARA EN, MET LC L OROI OT AI OLINONE, MET LI OT IA OLINONE, CITRIC ACID, LA RET -9, I IN LDIMET ICONE/DIMET ICONE COPOL MER, E L CINNAMAL, L CERET -26 L CERIN, PAR M/ FRA RANCE. F.I.L C501147

Hair Spa Color Protection shampoo

Mfd. by: L’ORÉAL India Pvt. Ltd. Chakan, Pune - 410 501.

M.Lic. No.: MPD/C-44.

L’ORÉAL India Pvt. Ltd., A-Wing, 8th Floor, Marathon Futurex, N.M. Joshi Marg, Lower Parel, Mumbai- 400013 3605054263493 Any questions/ complaints?

Call or Write: Consumer Use before 36 months of pkd. date Batch No.: Pkd. on:

Tel: 1800 22 4247 MRP (Incl. of all taxes): Email us:LP.India@loreal.com Net Content:

A spa like experience at home With Vitamino Color A-OX 320 ml

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527421C 25-11/2018 Rs. 680 320 ml

Final Prototype

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