Paul Smith’s new range of Be Gorgeous shampoos, conditioners and hair enhancing products which are available exclusively in Sainsbury’s, offer new formulations and benefits with striking new packaging. Moving from a more formal haircare regime to encourage a mix-and-match approach for customers, the whole range is imbued with a sense of fun and humour, echoing the personality of the popular hairdresser whose name it carries. Importantly, the products are named according to the benefits that they bring but in a slightly tongue-in-cheek fashion.
Packaging the range to reflect this approach, M&H Plastics, part of the RPC Group of companies, provided a range of strong colourways and decoration to attract the Sainsbury shopper. The finished product was developed and filled by Laleham Health & Beauty.
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