My role: Creative Director for product launch from packaging to content creation.

The goal: Luminexx, a new gel-cream permanent colour line, marries the most advanced smart technology with globally inspired creativity delivering long-lasting colour and healthy hair with beautiful shine. Featuring skincare-grade ingredients to help protect the scalp, prevent staining and create the optimal environment for hair colour to shine. This line needed to look high-end, skincare inspired and still feel approachable.

The results: The initial launch exceeded all business expectations, and new colour collections have been added every three to six months. Sales and social reach both continue to climb as this new hair colour line gains traction around the world. Hairdressers cannot stop talking about how much they love the packaging and the products.