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Hispanic Hair Care Brand is Revamped

May 28, 2014

La Bella—big at Target and Walmart—gets a new look.

La Bella, recognized as the No. 1 Hispanic brand in styling and beauty products, unveiled a completely rejuvenated product packaging design and brand logo for its rich roster of beauty offerings, after nearly three decades of the same design, said the company. The new packaging and logo initiatives reflect a more modernized approach for the brand and will begin rolling out in the coming months in various retailers, including Walmart and Target.
 
La Bella has more than 30 years of providing outstanding performance products with high-quality formulations. The new packaging and logo design will affect all of the brand's personal care offerings including styling, skin, hair and body care products.
 
"We are excited to unveil the upgraded look for the La Bella brand," said Jocelyn Yuan Riddle, vice president of marketing at parent company Newhall Laboratories. "The new logo and packaging will add consistency across the entire product line, providing loyal and new customers a more aspirational and feminine aesthetic. The much-loved natural ingredient-based formulations will remain consistent to meet the needs of Latinas and their families."
 
In addition to the new packaging and logo being more versatile, the sleek and sophisticated appearance was designed to give the brand a more contemporary and updated look. The packaging's enhanced authentic appeal will emphasize the natural ingredients. The new packaging is set to be fully bilingual in English and Spanish, according to the company.
 
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