Cantu has announced its brand refresh after receiving feedback from its customers regarding new imagery, typography, structure and color palette.
Additional results from customer feedback led Cantu to design and build more customer-centric artwork and visuals tailored to consumers' desired style, hair type and texture.
Led by Design Bridge's creative director, Jessica Marie, the core product packaging updates include a color code that indicates the specific product type, i.e. style products (maroon bar) and conditioning (green bar), and detailed information on the best uses of each product.
Bolder colors and contemporary structures have also been introduced for better impact and findability in retail stores, both online and offline.
The brand's new packaging will make its debut in the new omni-channel campaign "As You Are", produced by award-winning culture and lifestyle agency, Cashmere, which champions women and men with all curl types to embrace every stage of their style evolution.
Marie said, "Cantu hair care is synonymous with orange. We wanted to embrace this vibrant color, and confidently own it for the new modernized look. The product formulas are curated for all curl types, and we highlight this with an energetic graphic representation of coils, curls and waves that can be used on and off the packaging. The design refresh makes Cantu a beacon in the hair care aisle; the go-to brand that celebrates all curls."
Cosmetic chemist and beauty industry expert, Erica Douglas, also known as Sister Scientist, said, "When the team at Cantu heard that there were a few consumers that wanted to make some changes to the award-winning Shea Butter leave-in conditioner, they listened. We immediately started strategizing through the reformulation to remove alcohols and silicones to ensure that people who have sensitivities or objections to these ingredients can also enjoy the benefits of Cantu's most popular leave-in conditioner. We also ramped up moisturizing and conditioning properties and worked on improving absorption especially for type 4 curls."
Dametria Kinsley, vice president of global marketing at Cantu, said, "Our goal is always to evolve our brand just as our consumers evolve but in a way that still remains true to our core identity that our loyal consumer base knows and loves."