Adhering to its edgy, passionate and eclectic roots, the creative new pack design has been introduced to assist the consumer navigate the offer more easily. Rather than grouping products by type (eg shampoo, conditioner, styling product) the new concept leads the consumer to an end-look through linking relevant products.
“Research has shown that consumers are increasingly purchasing according to benefit and look for products that meet their needs in that respect,’ explains Unilever Global Travel Retail Manager Rosalyn Frayna. “Consumers don’t look for ‘casual’ or glamour but they search for products that will give them texture or volume. For example, 34% of women say that volume is their number one hair need.” The new packaging now leads consumers through the right regimen to achieve the look they require, whilst at the same time maintaining the ‘cool attitude’ of Toni & Guy through stylish and expressive design elements.
Four regimens have been identified: Undone Texture, Smooth Definition, Volume Attraction and Extreme Definition, all presented in bold and striking designs with high shelf stand out and appeal. Each line is colour-coordinated for consistency, the link between each product within a system created through use of an oversized ampersand. “The ampersand has become an integral element of the new design,” continues Frayna. “Its colour links the products within the system, while its styling and positioning is used to highlight the uniqueness of the brand; a symbol of independence and standing out from the crowd.”
Overlaying the ‘&’ sign is the company crest and slogan ‘London Salon Est 1963’ as a reminder of the brand’s British heritage.
The new look will be applied across the range, including two recently introduced product lines: Illuminating Hair Perfume and Party Ready Volume Lotion.
A dual-function product, Illuminating Hair Perfume is Unilever’s first-ever iconic hair fragrance. Designed to both fragrance hair and finish it with a ‘lustrous’ shine, this fine mist is said to “conjure the electric atmosphere of the fashion show backstage”. The scent features British inspired ingredients to balance impactful vibrancy with textural sensuality. Natural fresh and effervescent top notes of Earl Grey bergamot, fresh ginger, pink peppercorn, English pear, Bramley apple and lemon; combine with a passionate and feminine heart of English rose and jasmine. Warm, smooth and glamorous base notes blend British heliotrope, vanilla, musk and nutmeg.
The perfect accessory for nights out, Illuminating Hair Perfume utilises a fine mist so that the hair is not weighed down, while silicone prevents the hair from drying out. The result is a lightweight, glossy shine that perfectly finishes any look.
For travel retail, Illuminating Hair Perfume comes in a 125ml spray; visitors to the stand in Singapore can try the product for themselves using fragrance samplers.
Toni & Guy’s Party Ready Volume Lotion claims to deliver full-bodied, glossy hair looks that last all night. Inspired by the London catwalks and created with fashion week after parties in mind, the product features a volume boosting lightweight formula that won’t weigh hair down. Volumising resins coat the hair cuticle, plumping hair to give it body and lift, while conditioning ingredients smooth the surface for a super shiny light-reflecting finish. Recommended for fine hair, Party Ready Volume Lotion will be available to travel retail from August 2016 in a 236ml pump bottle.
Both above new lines are designed for leveraging alongside Volume Addiction Shampoo and Conditioner
For men, Toni & Guy is updating the offer with Flexi Definition Gel – a number one format used by male stylers, but missing from the retail portfolio until now.
Delivering all the key benefits of a gel whilst removing common downsides, Flexi Definition Gel is non-sticky, lightweight, allowing flexible shaping and natural movement. Ideal for use with hair of all lengths, men will find it offers sufficient hold to keep styles in place, yet leaving the hair with a touchable ‘non-crunchy’ texture and ‘barely-there’ finish.
“Hair care is still a young and developing market in travel retail but we see real potential for this sector and 2016 will see us increase our investment into the market place globally – including introducing really impactful travel retail exclusive kits, ” adds Frayna. “Europe is currently our main market for Toni & Guy but we see potential for the brand globally – appealing to travellers of all nationalities looking for quality, easy to use hair care products at affordable prices. Our strong links with London fashion and our ability to create exclusive designer collaborations, gives us a particular edge.
“We’ve yet again invested in a stand in Singapore with real ‘wow’ factor in order to attract buyers and our ongoing commitment to the show is beginning to pay dividends. We now have products widely listed and are very confident that our new lines and stronger packaging credentials add further strength to the brand story and its marketability to travel retail. ”
About Toni & Guy: Passionate, eclectic and creative – Toni & Guy products embody the energy and style of the fashion hub that is London. Toni & Guy celebrates individuality, empowering consumers to express their style through their hair and fashion and to create their look from the hair down. Born in London from a devout love of fashion, Toni & Guy products are inspired by catwalk looks and use backstage to create standout looks for London’s most exciting fashion designers.
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