Revitalise the System Professional through a brand re-stage which included new packaging. Restore the brand's high-end perception and image through design. Make the packaging as relevant, high-end and well-loved as the product itself and serve as a driver for all communication touch points.

Through a compelling and intuitive new concept called 'My Fab Lab', we were able to identify what was proprietary about the SP product and bring it to life through design. The idea of the alchemy of beauty and science was the driver behind the concept and is the inherent benefit of these advanced, personalised hair care products.

In market results are now available and prove the success of the new initiative. SP sales of the new line are now outselling the old line by over 150% in Europe. Distribution has increased significantly and 1500 new salons are carrying the brand. There is also a staggering 80% repurchase rate in the first 6 months of distribution. Hairdressers have told us that the new packaging is as superior as the product itself.