Ouidad: Salon Series Packaging

Challenges Curly haircare brand Ouidad needed new packaging to be developed for their signature line of hair treatments. Exclusively sold in Sephora, each treatment is based on an innovative Salon formula, hand-crafted by expert stylists. Strategy MSLK analyzed shelf-sets at Sephora to aid us in crafting a creative brief that would set Ouidad apart from the competition. Our findings led to 3 key insights:1. Black packaging connotes a sleek and premium product.2. Ouidad’s new Salon Series packaging would have to clearly separate from their existing product line. 3. The chief ingredient of each product is the most important story to tell Design The design of the Salon Series packaging is elegant, bold and minimal. The ingredient of each product is highlighted with an iconic image set against an expanse of black gradating to a bright color. We chose to employ Ouidad’s signature into the Salon Series lockup to reinforce the signature aspect of the line. Success Ouidad’s Salon Series packaging casts them in a chic and sophisticated light, giving them a distinctive voice. Upon its release to Sephora, a ton of buzz was generated on beauty blogs that raved over the effects of the products. Sales are up, so these products are off to a great start.