Lilleborg, the largest manufacturer of branded personal care products and liquid detergents in Norway, has re-launched its Define Wash and Care range of hair products with a shiny new design aimed at strengthening the brand’s position as the ‘choice of hairdressers’.

The new designs are focused on imbuing the brand with a professional provenance that its competitors cannot claim—the product has been developed with the Elida Hair Innovation Centre in Paris and in close collaboration with Norwegian hairdressers.

Sharon Kitsell, Designer Director at LFH says, “It was important to us to successfully strike a balance between effectively communicating the premium values of the brand with an appealing and approachable brand personality. The quality of the product formulation has been subtly expressed through details such as the silver ‘D-bow’ device, the soft finish of the bottle and the endorsement ‘stamp’ we have created to reinforce the professional provenance of the product formulation. At the same time, the use of bright colour panels on front-of-pack gives the brand an exciting vibrancy which also helps consumers to choose the product that is right for them.”

Victoria Allers, Brand Manager at Define, says, “It is important to us that consumers perceive the brand to be the only one on the market that gives them a ‘salon finish’; a product that is designed—by professionals—to deliver beautiful results at home, just as if they have returned from a visit to the hairdresser. The brief called for a design solution that is elegant and authoritative without being standoffish and cold. LFH has delivered a solution that does just that in a way that is contemporary and fresh. The result is a range of products that really stand out on shelf and which communicate an air of confidence and authority.”