Award-successful beauty model evolves its brand identity to commemorate the evolution of its buyer
STAMFORD, Conn., April 25, 2022 /PRNewswire/ — Cantu unveils its new brand id made in partnership with its local community of curlfriends to differentiate 1 of the world’s main textured hair treatment brands on shelf and monitor.
Cantu attained out to a large collective of shoppers and asked them straight what they desired to see reflected in its new imagery, typography, framework and coloration palette. This collaborative exercise will come shortly immediately after the reformulation of the brand’s ideal-marketing Shea Butter Depart-In Conditioner, prompted by the request for extra humidity voiced by the organic hair community. The transformation was conducted in partnership with Beauty Chemist & Magnificence Market Skilled, Erica Douglas, also regarded as Sister Scientist.
“When the workforce at Cantu heard that there were being a number of buyers that wished to make some changes to the award-profitable Shea Butter depart-in conditioner, they listened,” Sister Scientist shared. “We straight away started out strategizing as a result of the reformulation to remove alcohols and silicones to guarantee that men and women who have sensitivities or objections to these substances can also love the positive aspects of Cantu’s most well known depart-in conditioner. We also ramped up moisturizing and conditioning properties and worked on bettering absorption specifically for form 4 curls.”
Additional final results from consumer opinions also led Cantu to design and style and build more client-centric artwork and visuals personalized to consumers’ ideal model, hair type, and texture. Led by Style and design Bridge’s Resourceful Director, Jessica Marie, the main item packaging updates involve a shade-code that signifies the particular solution sort i.e. fashion merchandise (maroon bar), conditioning (environmentally friendly bar), and comprehensive information on the greatest works by using of each individual item. Bolder shades and present-day constructions have also been introduced for superior impression and findability in retail outlets, both of those online and offline.
“Cantu hair care is synonymous with orange. We preferred to embrace this vibrant colour, and confidently own it for the new modernized glimpse,” Jessica shares. “The product formulation are curated for all curl types, and we emphasize this with an energetic graphic illustration of coils, curls and waves that can be used on and off the packaging. The style refresh would make Cantu a beacon in the hair care aisle – the go-to manufacturer that celebrates all curls.”
The brand’s new packaging will make its debut in the new omni-channel campaign “As You Are”, manufactured by award-profitable lifestyle and life style company, Cashmere, which champions women of all ages and males with all curl sorts to embrace just about every stage of their design evolution. Regardless of whether a huge chop or blowout, Cantu is declaring attractiveness is freedom to rock any design and style they want – in any way – as celebrated in the campaign that aims to redefine common splendor norms.
“Our purpose is generally to evolve our brand just as our shoppers evolve but in a way that even now remains true to our main id that our faithful consumer base understands and enjoys,” says Dametria Kinsley, Vice President of International Advertising at Cantu.
Observe the entire As You Are marketing campaign online video and Cantu’s celebration of showing up as your authentic self and remain related with Cantu Natural beauty on Instagram, Facebook, and Twitter or take a look at them at cantubeauty.com.
It truly is Cantu Beauty’s mission to rejoice you in all your glory. Regardless of whether you happen to be rocking coils, curls, waves, or straight tresses, Cantu models goods specifically with you and your hair’s flexibility in head. Cantu’s collection of award-profitable goods is motivated by wonderfully textured hair to assist you reach any appear you wish. With a just one-of-a-variety components, Cantu allows achieve everything from slicing-edge appears to vintage models. Cantu Magnificence is a section of PDC Wellness & Particular Care. For more info, stop by pdcwellness.com.
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Brianna Cameron, Reddish
Supply Cantu Beauty