New look for Satinique hair care portfolio

AMWAY customers around the globe are getting their first look at the newly redesigned Satinique hair care portfolio with simplified, more contemporary packaging of nine cleansing items and four conditioners, as well as a host of styling gels and serums, final-touch sprays, mousse and other products. Positioned as “rejuvenating”, “revitalizing” and “vibrant”, Satinique products now feature a jewel-tone and metallic color palette with premium finishes.

The structural packaging and graphics created by global brand agency CBX took top design honors in the hair care category this past June at HBA Global, the Health & Beauty Aids Expo and Conference. For the new logo, CBX added a touch of uniqueness to the ‘q’ in Satinique and mirrored the letterform in a rejuvenating drop icon that sits with the brand mark. Visual elements call to mind wisps of rejuvenated or free-flowing hair.

Consumer insights learned through global research as well as input from a team of Amway regional affiliates led to the redesign. Starting in 2010, CBX participated in Amway’s global research study that identified universally appealing characteristics to its diverse consumers across markets such as Russia, China and Southeast Asia. This research, as well as quantitative testing, revealed that consumers universally favored a simple, sleek and streamlined design. 

“Because Amway is a $11.8-billion company with a vast network of global customers and distributors, the structural positioning and graphics also needed to be universally appealing,” Gregg S. Lipman, managing partner at CBX, explained. “And since Amway customers receive products direct from distributors rather than shopping for them at shelf as with a typical CPG, the design considerations were a bit different as well.”

While competing with other products at shelf was not part of the challenge for CBX on this project, Amway agreed that the structural packaging and graphics were no less important than with a typical CPG. “Amway’s deep commitment to scientific innovation elevates Satinique to be among the best haircare brands on the market,” said Maud Pansing, Amway VP Global Beauty. “We've raised the bar in the category with technology and performance in the formulations that truly make a difference to the health of hair, inside and out.”