Procter & Gamble Professional Care is poised to launch a premium, professional haircare line on 1 October, with packaging by industrial designer Sebastian Bergne and branding by Dew Gibbons.
The range will come under the Vidal Sassoon brand and will be called Sassoon Professional. Dew Gibbons was appointed following a three-way pitch, while Bergne was brought on board early on to fine-tune the structural shapes and technical components of the packaging.
‘We wanted this project to have particular direction. A lot of [Bergne’s] work has a fun and human element, with an unexpected twist. We wanted to reflect this in the packaging,’ says Martin Franklin, associate marketing director at Sassoon Professional.
Bergne’s input is exclusive to the brand and is intended to reflect Procter & Gamble’s commitment to the professional haircare market. ‘Given the way professionals view the brand, it was important to develop a concept and design a product that would reflect its position at the vanguard of haircare technique,’ says Franklin. Based on a variation of the traditional Sassoon cylinder bottle, the package design is ultra-ergonomic, with curved edges and semi-translucent materials. The brief was to create a range of packaging that would reflect the brand’s iconic heritage and philosophy.
The new line will be aimed at premium hair salons across Europe and is expected to roll out globally at a later date.