Officially launching in July, John Paul Mitchell Systems introduces a new packaging look for the brand. The update was instituted to create a new design that facilitates the retail and shopping process for consumers, stylists and owners. The new look accomplishes three objectives—to rejuvenate the look to fall more in step with contemporary sensibility, to ease identification of product categories such as Color Care, Moisture or Extra-Body with the use of color-coding and to organize every product in the line within a category.
“The Paul Mitchell packaging has been, and will always be based on functionality and simplicity. With a new streamlined design, it echoes the brands’ professionalism and purpose with a fresh, clean sensibility,” said Nanette Bercu, senior vice president and creative director for John Paul Mitchell Systems.
The company hopes to increase take home sales, gain shelf space and acquire new users with the new package design.