Amway launches redesigned Satinique hair care portfolio

Amway, a consumer product company, is launching its newly redesigned Satinique hair care portfolio, with structural packaging and graphics created by global brand agency CBX.

As part of the redesign, CBX simplified and contemporised the packaging of nine cleansing items and four conditioners, as well as a host of styling gels and serums, final-touch sprays, mousse and other products.

For the new logo, CBX added a touch of uniqueness to the ‘q’ in Satinique and mirrored the letterform in a rejuvenating drop icon that sits with the brand mark.

Satinique products now feature a jewel-tone and metallic colour palette with premium finishes.

CBX managing partner Gregg S. Lipman said: The redesign project, which took top design honors in the hair care category this past June at HBA Global, the Health & Beauty Aids Expo and Conference, will aid Satinique remain relevant, contemporary and fresh in global brand markets for years to come.

"Because Amway is a $11.8 billion company with a vast network of global customers and distributors, the structural positioning and graphics also needed to be universally appealing," Lipman explained.

"And since Amway customers receive products direct from distributors rather than shopping for them at shelf as with a typical CPG, the design considerations were a bit different as well."