L’Oreal’s Pureology brand professional products (shampoos, conditioners, masques and treatments) have been redesigned by Robert Bergman, in the form of a sensuously curved, innovative set of bottles (one sits on its cap the other on its base), which are manufactured from a single mould and appear to embrace on shelf.
Robert Bergman, who has hundreds of beauty product designs to his credit, has an uncomplicated philosophy when it comes to package design. “No matter what a brand’s tone or message, a package must always be stunningly beautiful,” he says. “Image and status are so important in fashion and beauty, so package design is especially crucial to the success of a beauty brand.”
L’Oreal wanted the new Pureology bottle to appear organic and natural in form, while looking different from all other salon products. The creative brief for Pureology presented two challenges: give the brand, whose original structure was inspired by classic olive oil bottles, and had not been redesigned since its purchase by L’Oreal, a modern, upscale look cool enough to be sold at Colette, in Paris, and correct a structural design flaw in which the thin-necked bottle prevented the flash-foam effect of the luxuriously viscous liquid.
Finally, the original Pureology logotype was modified and modernized and a pearlescent palette applied. “The new, more sophisticated silvery pearlescent colours represent a luxurious evolution of the originals,” added Bergman.
