Vidal Sassoon is launching an assault on the £167.5m UK hair colourants market with its first hair colour range, VS Sassoon Colour, branded by Dew Gibbons.
The range launches in pilot form in Debenhams in Plymouth on 21 May and is scheduled to roll out to Boots the Chemists, Superdrug and independent chemists nationwide.
VS Sassoon owner Proctor & Gamble declines to name its spend on the launch, which has been in development for five years. Dew Gibbons refuses to reveal its fee for the work.
The consultancy has created the VS Sassoon Colour brand identity, packaging for the 25-strong product range, direct mail, 3D-related products and all supporting graphic design material.
The consultancy referred to original influences on the Vidal Sassoon brand for inspiration, says Dew Gibbons creative director Shaun Dew. These factors include the modernism movement, Bauhaus architecture and a minimalist, “black and white” quality, she says.
“Vidal Sassoon’s original brand values will be put in a contemporary context,” says Dew. “We have taken a holistic view of the VS Sassoon Colour brand by creating the different elements side by side.”
Dew Gibbons has also developed the name and branding for VS Sassoon Colour’s Bureau de Change concept, which enables consumers to choose their hair colour by analysing both their existing hair colour and condition.
It has been working on the brand launch for around two years, and has been VS Sassoon “brand guardian” on a consultancy basis.