New TRESemmé hairspray packaging stands tall

By Deanna Utroske

- Last updated on GMT

New TRESemmé hairspray packaging stands tall

Related tags Crown aerosol packaging Marketing

The Unilever brand in partnership with Crown Aerosol Packaging of North America launched a line of new hairsprays in cans sensibly designed to catch the attention of consumers.

The Pennsylvania-based company specializes in metal aerosol packaging and can decorating.

A stylish market
Hair styling agents are in high demand: “voluminous and well-groomed hair is often considered vital for maintaining a youthful appearance [and]  is one of the major factors strongly influencing purchasing patterns and decisions of consumers,” ​according to a report out this month from Transparency Market Research.

The market potential in this segment apparently sparked the TRESemmé – Crown partnership.   “The hair care market has seen positive, consistent growth every year, and by 2018, it is expected to reach over $12 billion in sales, with premium brands responsible for a large percentage of that growth,”​ observes Melissa Quintana, marketing manager of Crown Aerosol Packaging North American.

Aspirational hair care
The TRESemmé Expert Selection hairspray line was developed for and is being marketed to consumers eager to have beauty parlor–hair without the expense. “Consumers are after ‘salon hair’ without actually having to make multiple trips to the salon. Brands like TRESemmé are vital in providing consumers with premium products at home,” ​saysQuintana.

The product collection comprises hairsprays in several of the brand’s existing product line: Platinum Strength, Youth Boost, Perfectly (un)Done, and Keratin Smooth.

Imagination in a can
TRESemmé wanted to package these new products in a distinctive way. And, the Crown can is sized to stand out. It is a new height and measures 52mm in diameter, according to the company’s media announcement. The intent here is to achieve “a modern, sleek look”​ as well as “a unique size compared to similar brands in this market.”

The package's printed finish is designed to not only capture the eye of consumers but motivate them to feel and pick up the can too. For this the CrownMidwest Graphics Lithography Center came on board.  That team created “a super matte varnish and paired it with segmented high-gloss highlights – a concept not commonly seen in three-piece aerosol can printing,” ​according to the announcement.

Digital customer service
The can maker relaunched its corporate site earlier this month with mobile functionality and an array of resources, like the Design and Innovation gallery (where customers use visual search technology to explore the company’s decorating services).  

“We are very excited with our expanded digital presence and will continue to update the website on a regular basis with new educational videos, infographics on industry trends and the latest insights into how packaging can support brands’ needs,”​ said Thomas Fischer, vice president of Investor Relations and Corporate Affairs for Crown Holdings. 

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