Lux re-launch Haircare range is an innovative packaging design project that revolutionized the presentation of premium hair care products through sophisticated visual elements and strategic brand positioning. The design, which earned a Silver A' Design Award in Packaging Design, features a distinctive animated ribbon marque that embodies pure glamour and luxury while maintaining strong brand identity. The comprehensive redesign incorporates a refined white and gold color scheme, establishing a premium market position through elegant aesthetics and clear product differentiation. The design solution effectively addresses the challenge of shelf visibility in cluttered retail environments through its sophisticated use of metallic elements, including carefully engineered gold-toned plastic substrates and strategic foiling applications. The packaging system demonstrates exceptional attention to detail in differentiating between product variants, utilizing pink and bronze highlights to distinguish between shine and damage repair sub-ranges while maintaining cohesive brand architecture. This sophisticated design approach, developed for both Japanese and Chinese markets, successfully balances premium positioning with practical considerations, incorporating innovative production techniques despite substrate limitations and cost constraints. The project, completed in 2012 and launched in 2013, exemplifies excellence in contemporary packaging design through its harmonious integration of functional requirements and aesthetic refinement, earning recognition from the A' Design Award for its contribution to advancing packaging design standards.
haircare packaging design, premium beauty products, gold foil packaging, cosmetic brand identity, luxury product design, retail shelf visibility
CITATION : "Adam Dawson. 'Lux Re-launch Haircare Range.' Design+Encyclopedia. https://design-encyclopedia.com/?E=454090 (Accessed on June 04, 2025)"
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