Reclaiming Pantene’s leadership in the hair care category required a clear and compelling visual design strategy capable of emotionally re-connecting with their consumers and breaking through the sterile, difficult to shop "wall of white" brand block created by an overabundance of products.
Vibrant, luminous colors create easily identifiable collections of products within the brand, with new formulas customized for individual hair types. Deep black and metallic gold evoke a feeling of luxury, elevating the brand to salon level quality.
Researchers found a statistically significant difference in the positive emotion scores of the new design, with users reporting particularly high scores to four emotions: excited, proud, interested, and attentive. According to P&G data, the redesign improved shoppability by 30% and broke all previous records for number of cases shipped in one-month period.
Role: Senior Designer
Agency: Landor
Creative Director: Richard Westendorf