Superdrug Redesigns Hair Color

Superdrug-Hair-Colourants (4)UK based drugstore Superdrug has updates its Hair Color packaging with a redesign by Biles Inc. The new designs which started rolling out earlier this year, feature models with their hair wrapping around the side and top of the boxes, enveloping the packs and clearly showing the colors in the range. In bringing the range up to date, the retailer also addressed various communication hierarchy issues making the colorants easier to shop, and communicating the keratin benefit.Superdrug-Hair-Colourants (5) Superdrug-Hair-Colourants (6)

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.