In a nutshell

Totemo assisted one of Australia’s longest-standing manufacturers of professional haircare and skincare in entering the consumer market through the development of a channel-specific consumer brand.

This brand of premium haircare products is sold exclusively through hairdressing salons and industry-specific retailers.

It was essential that the brand clearly communicate the fact that its product offering is vastly superior to the plethora of haircare products available in supermarkets and chemists, whilst also differentiating the range from the more pretentious top-tier salon-only brands that often command a price premium without necessarily delivering professional results.

The resulting brand aesthetic is clean, stylish and a little playful, whilst giving a slight nod to traditional industrial products used by hairdressers in order to convey its unique offering as a genuine “professional” grade product. A range of custom-moulded vessels combined with a tasteful application of the brand’s uplifting range-specific colour palette resulted in a range of products that look as stunning on-shelf in a salon as they do on the shelf in the shower of the end-user.