Marc Anthony Celebrates 25 Years With New Products, Packaging Update

After 25 years of business, the Marc Anthony brand is introducing a fresh new voice and visual identity to keep brand engagement a priority. 
 
“2021 is an important year for the brand and we are excited to reach such a milestone,” said Tim Bunch, president and CEO of MAV Beauty Brands. “As a growing brand that is rooted in innovation, it is important that we continue to evolve with our consumers. With our new packaging design and positioning, we aim to energize our current brand loyalists while also attracting new consumers into the franchise.” 
 
Packaging Makeover
 
With the new positioning, the brand has shortened its name to Marc Anthony – originally Marc Anthony True Professional. The product packaging has also had a new makeover, which was born and curated out of a digital, social-first mindset to emphasize the relationship between the brand and consumer engagement. It features a more simplified architecture and subtle embellishments that create ease of navigation, and a harmonious shopping experience that stands out at shelf. The bold and vibrant colors – which have been long-time brand treasures – remain, as do the pro-quality formulas that consumers have come to know and trust.
 
The founding Marc Anthony principles – pro-quality formulas made affordable and accessible – are enhanced with a lifestyle driven voice, evident in their campaign messaging “Make Hair Play.”
 
“We are thrilled to debut our new packaging and positioning to customers,” commented Kimberly Konstant, vice president of marketing, brand and innovation at MAV Beauty Brands. “The Marc Anthony consumer is a hair enthusiast who likes to share her beauty knowledge with peers. She pins, flips, and plays with her hair often, never sitting still, and we want to keep moving with her along a journey of hair expression.”
 
New Products
 
Upon inception, Marc Anthony set out on a mission to create premium hair products rooted in three generations of hair expertise and its salon heritage. This year, the brand has debuted two new line extensions within their top performing Strictly Curls collection – a Curl Amplifier Cream and Curl Refresher Spray.
 
“At Marc Anthony, we believe that hair doesn’t have to be boring, and it definitely doesn’t have to be complicated,” Konstant remarks. “Hair can be a source of enjoyment and entertainment. Our goal is to inject that personality back into the haircare category and empower consumers to get back to a time when they had fun and played with their hair.”

Indie brands like Marc Anthony have had a longstanding history in the beauty industry, which shows that innovators can create a concept that has staying power. Looking to launch your own hair care brand? Sign up for our webinar here to learn more.